A Taxonomy for Comparative Advertising Research Academic Article

abstract

• The use of comparative advertising has escalated from an occasional, partially disguised acknowledgement of the competition to direct, point-by-point comparisons of the sponsored and competing brands. This article presents a conceptual framework for classifying and evaluating different comparison advertising formats. The framework identifies different formats along two multi-level dimensions. Examples of several research questions that could be addressed using the framework are presented. 1978 Taylor & Francis Group, LLC.

authors

• Pride, William

published proceedings

• Journal of Advertising

author list (cited authors)

• Lamb, C. W., Pride, W. M., & Pletcher, B. A.

citation count

• 16

complete list of authors

• Lamb, Charles W||Pride, William M||Pletcher, Barbara A

publication date

• January 1978

publisher

• Taylor & Francis  Publisher

published in

• Journal of Advertising  Journal

Digital Object Identifier (DOI)

• 10.1080/00913367.1978.10672739

start page

• 43

end page

• 47

volume

• 7

issue

• 1

URL

• http%3A%2F%2Fdx.doi.org%2F10.1080%2F00913367.1978.10672739