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政大機構典藏 > 商學院 > 企業管理學系 > 期刊論文 > Item 140.119/64232

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/64232

Title:	Positioning Brand Extensions in Comparative Advertising: An Assessment of the Roles of Comparative Brand Similarity, Comparative Claims, and Consumer Product Knowledge
Authors:	Bei, Lien-Ti;Chu, Chia-Hsien;Shen, Yung-Cheng 別蓮蒂;朱家賢;沈永正
Contributors:	企管系
Keywords:	context effect;comparative advertising;assimilation;contrast;perceived similarity
Date:	2011
Issue Date:	2014-02-26 15:27:47 (UTC+8)
Abstract:	This paper examines the role of comparative brand similarity in comparative advertising. This study proposes that brand similarities will interact with comparative claims and consumers` product knowledge to influence consumers` evaluations of the brand extension. A new brand extension was employed with a core brand image either similar or dissimilar to the comparative brand in the experiment. The findings suggest that for the new brand extension to be advertised, a similar brand for comparison in comparative advertising would result in an assimilation effect which elevates the brand extension evaluation. A contrast effect due to a dissimilar comparison is moderated by the comparative claims. The difference between the parity and superiority claims in comparative brands is stronger when the comparative brand is dissimilar than when it is similar to the extension brand. Also, the assimilation effect induced by the similar brands is stronger in low versus high knowledge consumers.
Relation:	Journal of Marketing Communications, 17(4), 229-244
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1080/13527260903478367
DOI:	10.1080/13527260903478367
Appears in Collections:	[企業管理學系] 期刊論文

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