Construct · 1 fields · 1 citations

comparative advertising: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed
comparativeadvertising1 CONSTRUCTComparative advertisingGREWAL · ADVERTISING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

advertising that names or clearly identifies a competitor and compares the brands on attributes.

In advertising, comparative advertising refers to advertising that names or clearly identifies a competitor and compares the brands on attributes. This meaning comes from Grewal (1997) in Journal of Marketing.[1]

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Nearby constructs

associative versus differentiative comparative advertising1 fields · 1 citationsanchor · a standalone construct

References

  1. Grewal, D., Kavanoor, S., Fern, E. F., Costley, C., & Barnes, J. (1997). Comparative versus Noncomparative Advertising: A Meta-Analysis. Journal of Marketing, 61(4), 1-15. https://doi.org/10.1177/002224299706100401

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