Associative and dissociative comparative advertising strategies in broadening brand positioning

Robert D. Jewell and Christina Saenger

Journal of Business Research, 2014, vol. 67, issue 7, 1559-1566

Abstract: When marketplace dynamics prompt a familiar brand to change its positioning, consumers often meet such attempts with resistance. This research demonstrates how familiar brands can incorporate new attribute information into the brand's position via comparative advertising in order to broaden the brand's marketplace positioning. Study 1 shows how the use and nature of comparative advertising affects the ability of a familiar brand to broaden its positioning. Studies 2a and 2b demonstrate that a comparative advertising strategy that incorporates a specific sequencing of dissociative and associative comparative advertisements best broadens brand positioning.

Keywords: Comparative advertising; Familiar brand; Positioning; Brand attribute; Broadening (search for similar items in EconPapers)
Date: 2014
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:7:p:1559-1566

DOI: 10.1016/j.jbusres.2014.01.014

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