Examining the Relationship between Comparative Advertising and its Effectiveness
| العنوان بلغة أخرى: |
دراسة العلاقة بين إعلانات المقارنة وفاعليتها |
|---|---|
| المصدر: | المجلة العلمية للاقتصاد والتجارة |
| الناشر: | جامعة عين شمس - كلية التجارة |
| المؤلف الرئيسي: | Megahed, Ferial Farouk (Author) |
| مؤلفين آخرين: | Ragab, Gihan (Advisor) |
| المجلد/العدد: | ع2 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2018
|
| الشهر: | يوليو |
| الصفحات: | 465 - 476 |
| ISSN: |
2636-2562 |
| رقم MD: | 1066270 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | EcoLink |
| مواضيع: | |
| رابط المحتوى: |
عدد مرات التحميل
5
| المستخلص: |
This research aims to examine the relationship between different levels of comparative advertising intensity (i.e., no comparative ad. and indirect comparative ad.) and advertising effectiveness measured by brand awareness, attitude toward the advertisement, attitude toward the brand and purchase intention. An experiment was conducted to test the research hypotheses. The findings show that indirect comparative advertisement is more effective that non-comparative advertisement in case of a print ad. creating more favorable brand awareness, attitude toward the advertisement, attitude toward the brand and purchase intention. |
|---|---|
| ISSN: |
2636-2562 |
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