Dianoux, Christian; Herrmann, Jean‐Luc; Zeitoun, Helen - In: Journal of Consumer Marketing 30 (2013) 4, pp. 345-354
comparative ad that cites the name and price of the leading brand increases purchase intentions for the sponsored brand, more than … respectively exposed to two 20‐second ads for a well‐known challenger brand (identical except for whether they name the leading … brand and its price or “brand X” without price information). Findings – This research provides original evidence that the …