The Impact of Comparative Intensity, Comparative attributes and comparison brand on Product Evaluation--Taking Mobile Prepaid Card for Example

• Main Authors: Li-Yu Chiu, 邱麗玉
• Other Authors: Don-gin Tsai
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/77750757566122281255

碩士 === 國立成功大學 === 交通管理學系 === 87 === Comparative advertising has been applied in the foreign countries for years. Recently, many successful comparative advertising cases are presented in Taiwan mobile phone and automobile markets respectively. The major goal of such comparative advertising for the firm is to enhance consumers'' product evaluation and purchase intention. However, several questions should be examined when a firm tries to apply a comparative advertising such as (1) whether the firm should make the comparison with other brands directly or indirectly? (2) whether the comparative attributes should be common or unique? (3) whether the answers of the above-mentioned questions will be varied when the comparative brands are different? In order to answer such questions, this study reviews the related literatures, develops research hypotheses and designs an experiment to examine the effect of comparative intensity (direct/indirect) and comparative attributes (common/unique) on product evaluation when the comparative brands are different. There are three major results in this study. First, the comparative intensity (direct/indirect) does not influence consumer''s product evaluation significantly. Second, a comparative advertising with unique attributes will enhance product evaluation more positively than that with common attributes. Third, a comparative advertising compared with a non-leader brand will increase consumer''s purchase intention more highly than that compared with a leader brand. In addition, several useful suggestions for firms and marketers to implement the comparative advertising effectively are proposed.