The Brand Image Perception of Indirect Comparative Advertisements: Lipton Ice Tea “Don’t Choose the Easy Way” Ad Case
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Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Comparative advertising is to make comparisons between two brands by making indirect or direct explicit references to the product of a certain brand. Comparative advertising is used to reveal the advantages, differences and qualities of a certain product or brand in a way that will attract the attention of the consumer. The impact of comparative advertisements on brand image has been discussed by advertising agency managers and in academic researches for many years. For this purpose, a sample of 18 participants, 9 males and 9 females, aged 22-59, from different professional groups was selected for the study using purposive sampling. In the research where the content analysis method was used, the brand image perception of indirect comparative ads was examined through Lipton Ice Tea's 'Drink Lipton, Don't Choose the Easy Way' advertising case. According to the findings, the participants above middle age have a more positive attitude towards comparative ads and the purchasing intention of the female participants, especially mothers, increased after watching the ad.
Açıklama
Anahtar Kelimeler
İletişim, Film, Radyo, Televizyon, İşletme, Kültürel Çalışmalar, İşletme Finans
Kaynak
İletişim Kuram ve Araştırma Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
Sayı
66
