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Comparative advertising in India: A content analysis of english print advertisements
Published in
Volume: 22
Issue: 4
Pages: 377 - 394
We conducted a content analysis on 203 comparative print advertisements in India. We found that as hypothesized, direct comparative advertisements were used more (vis-à-vis indirect ones), differentiative claims were used more (vis-à-vis associative ones), maximal claims were higher than minimal claims, multibrand comparisons were greater in number (vis-à-vis single-brand comparisons), positive valence is preferred to negative valence, and underdog brands used more comparative advertisements than top-dog brands. Contrary to expectations, we found that hedonic and utilitarian products used comparative advertisements equally. We offer a snapshot of the state of comparative advertisements in India that would be useful to managers and researchers. © Taylor & Francis Group, LLC.
About the journal
JournalJournal of International Consumer Marketing
Open AccessNo