IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v67y2014i7p1559-1566.html
   My bibliography  Save this article

Associative and dissociative comparative advertising strategies in broadening brand positioning

Author

Listed:
  • Jewell, Robert D.
  • Saenger, Christina

Abstract

When marketplace dynamics prompt a familiar brand to change its positioning, consumers often meet such attempts with resistance. This research demonstrates how familiar brands can incorporate new attribute information into the brand's position via comparative advertising in order to broaden the brand's marketplace positioning. Study 1 shows how the use and nature of comparative advertising affects the ability of a familiar brand to broaden its positioning. Studies 2a and 2b demonstrate that a comparative advertising strategy that incorporates a specific sequencing of dissociative and associative comparative advertisements best broadens brand positioning.

Suggested Citation

  • Jewell, Robert D. & Saenger, Christina, 2014. "Associative and dissociative comparative advertising strategies in broadening brand positioning," Journal of Business Research, Elsevier, vol. 67(7), pages 1559-1566.
  • Handle: RePEc:eee:jbrese:v:67:y:2014:i:7:p:1559-1566
    DOI: 10.1016/j.jbusres.2014.01.014
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296314000344
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jbusres.2014.01.014?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kyeongheui Kim & Joan Meyers-Levy, 2008. "Context Effects in Diverse-Category Brand Environments: The Influence of Target Product Positioning and Consumers' Processing Mind-Set," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 882-896, October.
    2. Nedungadi, Prakash, 1990. "Recall and Consumer Consideration Sets: Influencing Choice without Altering Brand Evaluations," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 263-276, December.
    3. Meyers-Levy, Joan & Tybout, Alice M, 1997. "Context Effects at Encoding and Judgment in Consumption Settings: The Role of Cognitive Resources," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(1), pages 1-14, June.
    4. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
    5. Sujan, Mita & Dekleva, Christine, 1987. "Product Categorization and Inference Making: Some Implications for Comparative Advertising," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 372-378, December.
    6. Kathleen M. Eisenhardt & Jeffrey A. Martin, 2000. "Dynamic capabilities: what are they?," Strategic Management Journal, Wiley Blackwell, vol. 21(10‐11), pages 1105-1121, October.
    7. Moorman, Christine, 1990. "The Effects of Stimulus and Consumer Characteristics on the Utilization of Nutrition Information," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(3), pages 362-374, December.
    8. Punj, Girish & Moon, Junyean, 2002. "Positioning options for achieving brand association: a psychological categorization framework," Journal of Business Research, Elsevier, vol. 55(4), pages 275-283, April.
    9. Jewell, Robert D & Unnava, H Rao, 2003. "When Competitive Interference Can Be Beneficial," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(2), pages 283-291, September.
    10. Pechmann, Cornelia & Ratneshwar, S, 1991. "The Use of Comparative Advertising for Brand Positioning: Association versus Differentiation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 145-160, September.
    11. Cohen, Joel B & Basu, Kunal, 1987. "Alternative Models of Categorization: Toward a Contingent Processing Framework," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 455-472, March.
    12. Sandra J. Milberg & Francisca Sinn & Ronald C. Goodstein, 2010. "Consumer Reactions to Brand Extensions in a Competitive Context: Does Fit Still Matter?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(3), pages 543-553, October.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Jun Zhang & Joon Soo Lim, 2021. "Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 77-98, January.
    2. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions," Journal of Business Research, Elsevier, vol. 84(C), pages 233-242.
    3. Gorkem Bostanci & Pinar Yildirim & Kinshuk Jerath, 2023. "Negative Advertising and Competitive Positioning," Management Science, INFORMS, vol. 69(4), pages 2361-2382, April.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Punj, Girish & Moon, Junyean, 2002. "Positioning options for achieving brand association: a psychological categorization framework," Journal of Business Research, Elsevier, vol. 55(4), pages 275-283, April.
    2. Chang-Geun Kim & Oh-Suk Yang, 2024. "Global Companies’ Dynamic Response to Business Environment Uncertainty through Digital Transformation: Sustainable Digital Quality–Customer Value–Market Performance Relationships," Sustainability, MDPI, vol. 16(15), pages 1-32, July.
    3. Tobias Knabke & Sebastian Olbrich, 2018. "Building novel capabilities to enable business intelligence agility: results from a quantitative study," Information Systems and e-Business Management, Springer, vol. 16(3), pages 493-546, August.
    4. FeCheng Ma & Farhan Khan & Kashif Ullah Khan & Si XiangYun, 2021. "Investigating the Impact of Information Technology, Absorptive Capacity, and Dynamic Capabilities on Firm Performance: An Empirical Study," SAGE Open, , vol. 11(4), pages 21582440211, November.
    5. Deng, Qian (Claire) & Messinger, Paul R., 2022. "Dimensions of brand-extension fit," International Journal of Research in Marketing, Elsevier, vol. 39(3), pages 764-787.
    6. Dominik M. Wielgos & Christian Homburg & Christina Kuehnl, 2021. "Digital business capability: its impact on firm and customer performance," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 762-789, July.
    7. Kim, Jongwook & Mahoney, Joseph T., 2008. "A Strategic Theory of the Firm as a Nexus of Incomplete Contracts: A Property Rights Approach," Working Papers 08-0108, University of Illinois at Urbana-Champaign, College of Business.
    8. Anil K. Gupta & Paul E. Tesluk & M. Susan Taylor, 2007. "Innovation At and Across Multiple Levels of Analysis," Organization Science, INFORMS, vol. 18(6), pages 885-897, December.
    9. Claudio Vitari & Elisabetta Raguseo, 2016. "Big data value and financial performance: an empirical investigation [Digital data, dynamic capability and financial performance: an empirical investigation in the era of Big Data]," Post-Print halshs-01923271, HAL.
    10. Ahmad Ibrahim Aljumah & Mohammed T. Nuseir & Md. Mahmudul Alam, 2021. "Traditional marketing analytics, big data analytics and big data system quality and the success of new product development," Post-Print hal-03538161, HAL.
    11. Zhonghua Zhao & Fanchen Meng & Yin He & Zhouyang Gu, 2019. "The Influence of Corporate Social Responsibility on Competitive Advantage with Multiple Mediations from Social Capital and Dynamic Capabilities," Sustainability, MDPI, vol. 11(1), pages 1-16, January.
    12. Prasad Pant, Laxmi & Hambly Odame, Helen & Hall, Andy & Sulaiman, Rasheed, 2008. "Learning Networks Matter: Challenges to Developing Learning-Based Competence in Mango Production and Post-Harvest in Andhra Pradesh, India," MERIT Working Papers 2008-069, United Nations University - Maastricht Economic and Social Research Institute on Innovation and Technology (MERIT).
    13. Genevieve Musca, 2007. "La construction de compétences dans l'action," Post-Print hal-01517916, HAL.
    14. Isabelle Le Breton–Miller & Danny Miller, 2006. "Why Do Some Family Businesses Out–Compete? Governance, Long–Term Orientations, and Sustainable Capability," Entrepreneurship Theory and Practice, , vol. 30(6), pages 731-746, November.
    15. Hélène Laurell & Leona Achtenhagen & Svante Andersson, 2017. "The changing role of network ties and critical capabilities in an international new venture’s early development," International Entrepreneurship and Management Journal, Springer, vol. 13(1), pages 113-140, March.
    16. Hongyi Mao & Zongjun Wang & Lin Yi, 2021. "Does Entrepreneurial Orientation Lead to Successful Sustainable Innovation? The Evidence from Chinese Environmentally Friendly Companies," Sustainability, MDPI, vol. 13(18), pages 1-19, September.
    17. Jim Andersén, 2023. "Green resource orchestration: A critical appraisal of the use of resource orchestration in environmental management research, and a research agenda for future study," Business Strategy and the Environment, Wiley Blackwell, vol. 32(8), pages 5506-5520, December.
    18. Sjödin, David & Liljeborg, Alexander & Mutter, Sermed, 2024. "Conceptualizing ecosystem management capabilities: Managing the ecosystem-organization interface," Technological Forecasting and Social Change, Elsevier, vol. 200(C).
    19. Jantunen, Ari & Tarkiainen, Anssi & Chari, Simos & Oghazi, Pejvak, 2018. "Dynamic capabilities, operational changes, and performance outcomes in the media industry," Journal of Business Research, Elsevier, vol. 89(C), pages 251-257.
    20. de Camargo Fiorini, Paula & Roman Pais Seles, Bruno Michel & Chiappetta Jabbour, Charbel Jose & Barberio Mariano, Enzo & de Sousa Jabbour, Ana Beatriz Lopes, 2018. "Management theory and big data literature: From a review to a research agenda," International Journal of Information Management, Elsevier, vol. 43(C), pages 112-129.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:67:y:2014:i:7:p:1559-1566. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.