comparative advertising exceeding that of non-comparative advertising; moreover, that the intensity of comparative increases … relatively to non-comparative advertising as market competition intensifies. Interestingly, the use of comparative advertising … either comparative or non-comparative advertising is not present. …

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …

infringement? The paper seeks to analyse the intricacies of law involved in the concept of comparative advertising in relation with …

Comparative advertising is a daily phenomenon in the modern landscape of commercial communication. Interestingly …, however, a deep dichotomy exists between the American legal doctrine on comparative advertising and its European counterpart … comparative advertising. This divergence is puzzling when it concerns the handling of so-called imitation claims and product …

Comparative advertising is a daily phenomenon in the modern landscape of commercial communication. Interestingly …, however, a deep dichotomy exists between the American legal doctrine on comparative advertising and its European counterpart … comparative advertising. This divergence is puzzling when it concerns the handling of so-called imitation claims and product …