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Journal of Marketing Communications Volume 17, 2011 - Issue 4
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Articles

Positioning brand extensions in comparative advertising: An assessment of the roles of comparative brand similarity, comparative claims, and consumer product knowledge

Lien-Ti Bei Department of Business Administration, National Chengchi University, Taipei, Taiwan
,
Chia-Hsien Chu Corporate Synergy Development Center, Taipei, Taiwan
&
Yung-Cheng Shen Corporate Synergy Development Center, Taipei, TaiwanCorrespondence[email protected]
Pages 229-244 | Published online: 26 Jul 2010

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Linwan Wu & Taylor Jing Wen. (2019) Positive versus negative comparison in advertisements: the affect priming perspective. Journal of Promotion Management 25:7, pages 1009-1027.
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Yi-Fen Liu & Chi-Cheng Wu. (2018) Parent-protecting advertising in product line extensions: Role of communication strategy, message type and extension type. Journal of Marketing Communications 24:2, pages 169-189.
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Tae Hyun Baek & Karen Whitehill King. (2015) When comparative valence frame affects brand extension evaluations: the moderating role of parent-extension fit. International Journal of Advertising 34:2, pages 382-401.
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Articles from other publishers (3)

Alicja Grochowska, Magdalena Gąsiorowska & Piotr Hajda. 2021. Advances in Advertising Research (Vol. XI). Advances in Advertising Research (Vol. XI) 13 29 .
Chanthika Pornpitakpan & Yizhou Yuan. (2015) Effects of perceived product similarity and ad claims on brand responses in comparative advertising. Asia Pacific Journal of Marketing and Logistics 27:4, pages 535-558.
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Arti D. Kalro, Bharadhwaj Sivakumaran & Rahul R. Marathe. (2013) Direct or indirect comparative ads: The moderating role of information processing modes. Journal of Consumer Behaviour 12:2, pages 133-147.
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