Purpose – The purpose of this research is to examine the influence of direct comparative advertising on brand information processing and purchase intentions compared with that of indirect comparative advertising in non‐forced exposure conditions. Design/methodology/approach – The overall...

Purpose – The paper attempts to gain a better understanding of the reasons for advertisers to use nudity in European advertising campaigns and, more precisely, whether a print ad that uses nudity is more or less effective than an ad without nudity in the Czech Republic, Spain, and France....