Kalro, Arti D.; Sivakumaran, Bharadhwaj; Marathe, Rahul R. - In: European Journal of Marketing 51 (2017) 1, pp. 99-122
the market leader), whereas in the marketplace, “multi-brand” comparisons are more prevalent (Kalro et al. , 2010 … comparison ad strategy (“market leader”/“multi-brand” comparisons) and comparison ad format (direct/indirect comparisons) on the … Findings suggest that when advertisers use comparative advertising, they may use direct ads when using multi-brand comparisons …
