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• W2039139892 abstract "ABSTRACT 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." @default.
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• W2039139892 date "2010-09-07" @default.
• W2039139892 modified "2023-10-06" @default.
• W2039139892 title "Comparative Advertising in India: A Content Analysis of English Print Advertisements" @default.
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• W2039139892 doi "https://doi.org/10.1080/08961530.2010.505887" @default.
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