Comparative Advertising in the Czech Republic: An Empirical Study

Petr Král, Martin Machek and Tomáš Karel

Central European Business Review, 2016, vol. 2016, issue 4, 34-46

Abstract: Comparative advertising had been traditionally banned in most EU countries and was allowed by the European law just relatively recently. That is why in the EU this form of advertising is relatively new, as opposed to the situation in the US, where comparative advertising has been widely used and well accepted by consumers for decades. The literature has been silent on the topic of the effectiveness of comparative advertising in the Czech Republic, as well as in other Central and Eastern European countries. The goal of this paper is to investigate the effectiveness of comparative advertising campaigns in the Czech Republic. Using an online survey with 160 Czech respondents, we found that the attitude towards comparative advertising is rather positive in the Czech Republic. We also identified that the gender of the recipient influences the general perception of comparative advertising. On the other hand, the age of the recipient does not seem to be a moderator of the attitude towards comparative advertising, in general. The results also do not signal any impact of the gender and the age of the recipient on the change of the perception of any of the brands involved in the campaign. Managerial implications target mainly marketing and advertising managers responsible for Central European markets.

Keywords: Marketing; comparative advertising; Czech Republic; Central Europe; Škoda; Hyundai (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2016
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DOI: 10.18267/j.cebr.165

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