Pornpitakpan, Chanthika; Yuan, Yizhou - In: Asia Pacific Journal of Marketing and Logistics 27 (2015) 4, pp. 535-558
is high, a combination of superiority (distinct) and parity (common) ad claims lead to the best brand responses. When …Purpose – The purpose of this paper is to investigate the effect of perceived product similarity and comparative ad … claims on brand responses. Design/methodology/approach – This study uses a two (similarity between the target product and the …