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An Empirical Examination Of The Moderators Of Direct Versus Indirect Comparative Advertising, Chun-Kai Hsu

Theses and Dissertations in Business Administration

This research examines the relative effectiveness of different kinds of comparative advertising. The effects of direct and indirect advertising are discussed and empirically tested. Extant research focuses on the differential effects of comparative and non-comparative advertising. However, with the growing popularity of comparative advertising in recent years, it becomes crucial to examine different kinds of comparative advertisements more closely to provide guidelines to marketing managers in the application of comparative advertising. In the marketing literature, very little has been known about how advertising-specific moderators may influence the effectiveness of direct and indirect comparative advertising. In this dissertation, different advertising-specific moderators …