Examining the Relationship between Comparative Advertising and its Effectiveness

Abstract

As illustrated in the previous table, the results lead to the rejection of the research hypothesis (H1/1) which means that noncomparative advertising is not more effective than indirect comparative advertising regarding consumers’ brand awareness however it was found that consumers’ brand awareness is higher in case of non-comparative ad, but this difference was not significant. In addition to the acceptance of the research hypothesis (H1/2) which mean that indirect comparative advertising is more effective than non-comparative advertising regarding consumers’ affective attitude. Moreover, the rejection of the research hypothesis (H1/3), which means that non-comparative advertising is not more effective than indirect comparative advertising regarding