Associative and dissociative comparative advertising strategies in broadening brand positioning

Robert D. Jewell; Christina Saenger

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Associative and dissociative comparative advertising strategies in broadening brand positioning

机译：扩大品牌定位的关联和分离比较广告策略

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摘要

When marketplace dynamics prompt a familiar brand to change its positioning, consumers often meet such attempts with resistance. This research demonstrates how familiar brands can incorporate new attribute information into the brand's position via comparative advertising in order to broaden the brand's marketplace positioning. Study 1 shows how the use and nature of comparative advertising affects the ability of a familiar brand to broaden its positioning. Studies 2a and 2b demonstrate that a comparative advertising strategy that incorporates a specific sequencing of dissociative and associative comparative advertisements best broadens brand positioning.

机译：当市场动态提示熟悉的品牌改变其定位时，消费者常常会遇到抵制。这项研究表明，熟悉的品牌如何通过比较广告将新的属性信息整合到品牌的位置中，从而扩大品牌的市场定位。研究1显示比较广告的使用和性质如何影响熟悉的品牌扩大其定位的能力。研究2a和2b证明，结合了分离和关联比较广告的特定顺序的比较广告策略可以最大程度地扩大品牌定位。

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来源
《Journal of Business Research》 |2014年第7期|1559-1566|共8页
作者
Robert D. Jewell; Christina Saenger;
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作者单位

Kent State University, College of Business Administration, P.O. Box 5190, Kent OH 44242, United States;

University of Tennessee Martin, College of Business & Global Affairs, 231 Lovelace St, Martin, TN 38238, United States;

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原文格式 PDF
正文语种 eng
中图分类
关键词
Comparative advertising; Familiar brand; Positioning; Brand attribute; Broadening;

机译：比较广告;熟悉的品牌;定位;品牌属性;拓宽;

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Associative and dissociative comparative advertising strategies in broadening brand positioning

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