Is Naming Your Competitor in the Comparative Ad a Good Idea? The Effects of Typicality and Alignability

摘要

The mixed results from previous studies related to direct versus indirect comparative advertising would certainly lead us intuitively to believe in the possibility of the existence of moderating variables. In recent comparative advertising research, marketing researchers have looked at what types of comparative advertisement are more effective than others (Choi and Miracle 2004; Miniard et al. 2006; Pechmann and Ratneshwar 1991; Yang et al. 2007). To find these answers, in this research, two attribute-specific moderators, attribute typicality and structural alignability, were investigated using theoretical support drawn from the literature and marketing theories to try to answer following questions: Is naming your competitors in the comparative ad a good idea?