Comparison on ads or not? Influence of Referent on Advertising Effectiveness

Jong-Sheng Horng () and Jih-Shyong Lin ()
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Jong-Sheng Horng: Tatung University, Taiwan
Jih-Shyong Lin: Associate Professor, Graduate Institute of Design Science, Tatung University No.40, Sec. 3, Zhongshan N. Rd., Taipei 104, Taiwan (R.O.C.), Taiwan

International Journal of Business Research and Management (IJBRM), 2014, vol. 5, issue 5, 72-80

Abstract: This study explores how consumers distinguish different products and how to achieve advertising effectiveness. An experiment of 2(high/low ideal brands)x2(with/without comparisons)=4 mixed designs was conducted to verify the advertising effect influenced by the present of comparisons on ads with respect to high/low ideal brands. 50 subjects per design and 200 effective samples were evaluated under descriptive statistics and two-way ANOVA test. The study concludes: the present of comparisons on ads ameliorates Brand Attitude and Advertising Attitude regardless of high/low ideal brand. However, Purchase Intention was not significantly influenced by comparisons on ads.

Keywords: Comparisons; on; ads; ?advertising; effect; ?ideal; brand; . (search for similar items in EconPapers)
JEL-codes: M0 (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:aml:intbrm:v:5:y:2014:i:5:p:72-80

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