Construct · 1 fields · 1 citations

associative versus differentiative comparative advertising: a standalone construct

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associative versus differentiativecomparative advertising1 CONSTRUCTAssociative versusPECHMANN · ADVERTISING

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Advertising

the use of comparative ads either to place a new brand alongside a leader or to set it apart, and the different perceptions each produces.

In advertising, associative versus differentiative comparative advertising refers to the use of comparative ads either to place a new brand alongside a leader or to set it apart, and the different perceptions each produces. This meaning comes from Pechmann (1991) in Journal of Consumer Research.[1]

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comparative advertising1 fields · 1 citationsanchor · a standalone constructplace4 fields · 7 citationsjingle · one word, four constructs

References

  1. Pechmann, C., & Ratneshwar, S. (1991). The Use of Comparative Advertising for Brand Positioning: Association Versus Differentiation. Journal of Consumer Research, 18(2), 145. https://doi.org/10.1086/209248

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