Across- versus within-class comparative advertising: Insights into prestige class anchoring
Advertising manipulations show that across‐class comparisons with a leader in a more prestigious class result in an increase in perceived value for the sponsoring advertiser. Such results provide suggestive insights into the viability of across‐class advertising when contrasted to an alternative adv...
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| Veröffentlicht in: | Psychology & marketing 1999-08, Vol.16 (5), p.429-450 |
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| container_title | Psychology & marketing |
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| creator | Van Auken, Stuart Adams, Arthur J. |
| description | Advertising manipulations show that across‐class comparisons with a leader in a more prestigious class result in an increase in perceived value for the sponsoring advertiser. Such results provide suggestive insights into the viability of across‐class advertising when contrasted to an alternative advertising framework (within‐class comparisons). This study develops the theory and results of across‐class associations and addresses its limitations and areas in need of inquiry. © 1999 John Wiley & Sons, Inc. |
| doi_str_mv | 10.1002/(SICI)1520-6793(199908)16:5<429::AID-MAR4>3.0.CO;2-3 |
| format | Article |
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| identifier | ISSN: 0742-6046 |
| ispartof | Psychology & marketing, 1999-08, Vol.16 (5), p.429-450 |
| issn | 0742-6046 1520-6793 |
| language | eng |
| recordid | cdi_proquest_journals_227746962 |
| source | Wiley Online Library Journals; Periodicals Index Online; EBSCOhost Business Source Complete |
| subjects | Advertising Comparative advertising Comparative analysis Corporate sponsorship Perceptions Semantics Studies |
| title | Across- versus within-class comparative advertising: Insights into prestige class anchoring |
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