The legitimacy recognition of comparative advertising is closely related to the production enthusiasm of operators and the protection of the rights and interests of consumers, and thus become an important factor that may affect market competition fairness and social sustainable development....

The issue of legality of comparative advertising has given rise to numerous debates. The reason lies in the fact that basically a comparative advertisement is likely to give more information than a usual advertisement and there may be likely abuse or it may be beneficial to the consumers. In...

We study firms’ voluntary disclosure in an oligopoly market for vertically differentiated products, where firms are allowed to advertise a rival’s product as well as their own products. When consumers are uncertain of product qualities, Board (2009)1) and Hotz and Xiao (2011)2) show that...

Advertising pervades society and has become a persuasive force working on collective mentality of the public affecting their behaviour. Advertisements create brand image and reinforce it time and again. Traditionally, advertisers sought to present their goods and services in the most favourable...

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. Whereas American lawyers have cultivated a rather...

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. Whereas American lawyers have cultivated a rather...

We study firms' advertising strategies in an oligopolistic market in which both non-comparative and comparative advertising are present. We show that in equilibrium firms mix over the two types of advertising, with the intensity of comparative advertising exceeding that of non-comparative...

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the brand image of targeted rivals. Data on content and spending for all TV advertisements in OTC analgesics enable us to construct matrices of dollar rival targeting and estimate...

Motivated by current topics in health economics, we apply the theory of salience to consumer policy. If a government intends to stifle healthier diets without harming consumers by raising taxes, it could initiate information campaigns which focus consumers' attention either on the healthiness of...

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the brand image of targeted rivals. Data on content and spending for all TV advertisements in OTC analgesics enable us to construct matrices of dollar rival targeting and estimate...

The article explains the meaning of comparative advertising as an advertising that compares one product or service with another or that states that one product works with or is compatible with another. The laws which govern this subject i.e. The Monopolies and Restrictive Trade Practices, 1984...

Regarding trademarks, the EU and US regulate comparative advertising differently. One particular matter of significant difference is whether or not competitors are allowed to say they offer an imitation or replica of a trademarked product. In the US, competitors may claim equality of their...

The study investigates the effects of direct and mass marketing communications on the adoption timing of a new e-service among existing customers. The mass marketing communications concern both specific new service advertising and brand advertising from both the focal supplier and competitors....

The study investigates the effects of direct and mass marketing communications on the adoption timing of a new e-service among existing customers. The mass marketing communications concern both specific new service advertising and brand advertising from both the focal supplier and competitors....

Comparative advertising is a marketing strategy that can be hostile to consumer rights, if not regulated properly. In India, it is a concept governed by many statutory provisions under various legislations. Consumer Protection Act, 1986, Trademarks Act, 1999, etc. are some of them. Indian...

Two firms produce a good with a horizontal and a vertical characteristic called quality. The difference in the unobservable quality levels determines how the firms share the market. We consider two scenarios: In the first one, firms disclose quality; in the second one, they send costly signals...

Two firms produce a good with a horizontal and a vertical characteristic called quality. The difference in the unobservable quality levels determines how the firms share the market. We consider two scenarios: in the first one, firms disclose quality; in the second one, they send costly signals...

Positionierung neuer Marken in Konsumgütermärkten -- Forschungsstand zur vergleichenden Werbung -- Analyse der Werbewirkung vergleichender Werbung in drei Produktkategorien -- Vergleichsintensität vergleichender Werbung.

The last half of the past century has seen the rise in marketing strategy and the importance of advertisement as a necessary tool to sell products. Companies are ready to go to any length to make their product reach out to public in big way. From using a pug to having alien-like dressed people...

Überblick über die Rechtslage und Rechtsgrundlagen zu vergleichender Werbung -- Wirtschafts- und werbewissenschaftliche Grundlagen -- Aufbau eines Testverfahrens zur Bewertung humorvoller Werbevergleiche -- Praxistest an früheren Urteilen.