Chakrabarty, Patrali; Banerjee, Bibek - 2010
compared-to brand retaliates. Retaliation introduces sequencing in advertisements. We therefore evaluate sequelized … comparative advertising, in terms of improving consumers’ recall as well as preference for the sponsored brand. Furthermore, an … advertisement message may be directed at core benefits (and/or attributes) that a brand promises, or at a stylized theme or …