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Comparative advertising in markets where brands and comparative advertising are novel

Author

Listed:
  • Carolyn White Nye

    (School of Business, Meredith College, Raleigh, USA)

  • Martin S Roth

    (Moore School of Business, University of South Carolina, Columbia, USA)

  • Terence A Shimp

    (Moore School of Business, University of South Carolina, Columbia, USA)

Abstract

Several recent studies have investigated international differences in advertising practices. Most of these address advertising in general, leaving the transferability of comparative advertising practices largely unexplored. Based on a theoretical framework of consumer skepticism toward novel information, we conducted a cross-national study to examine the effectiveness of comparative ad format and message content advertising executions under conditions of market and sponsor brand novelty, and loyalty toward the comparison brand. Analyses of responses from participants in France, the Netherlands, and the United States indicate that novelty of the brand and novelty of the practice of comparative advertising interact with various ad elements to produce both desirable and undesirable outcomes. Journal of International Business Studies (2008) 39, 851–863. doi:10.1057/palgrave.jibs.8400387

Suggested Citation

  • Carolyn White Nye & Martin S Roth & Terence A Shimp, 2008. "Comparative advertising in markets where brands and comparative advertising are novel," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(5), pages 851-863, July.
    • Handle: RePEc:pal:jintbs:v:39:y:2008:i:5:p:851-863
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    Cited by:

    1. Petr Král & Martin Machek & Tomáš Karel, 2016. "Comparative Advertising in the Czech Republic: An Empirical Study," Central European Business Review, Prague University of Economics and Business, vol. 2016(4), pages 34-46.
    2. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 82-90.

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