Global ETD Search
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Showing 1 to 6 of 6 for “"Comparative Advertising"”.
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The law affecting comparative advertising in South Africa
… showed that: firstly, South Africa's policy on comparative advertising is restrictive, and, secondly, that the country has a market structure where such advertising has the potential for a very positive effect on the market. Realising the potential role advertising could play in South Africa, …
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Product categorization and consumers' prior knowledge: implications for comparative advertising
… investigations measuring the effectiveness of comparative advertising. The results of the investigations in this stream of research have been equivocal. While the results of some of the studies show comparative advertising inferior to noncomparative advertising, the results of some other …
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The effects of comparative advertising on the department store image: an experimental analysis
… Manufacturers have recently been using comparative advertising for the apparent purpose of producing clearer and more favorable brand images. A number of empirical studies have measured the effects of manufacturer sponsored comparative advertising and identified some situations where it …
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Comparative advertising between the conflicting priorities of fair competition, trademark holder's rights and consumer information under South African law compared to the European and German approach on this issue
… conflict which is related to the legitimacy of comparative advertising. The national legal system has the task to balance antagonistic interests of trademark proprietors, advertisers, consumers and the public at large. The thesis examines the South African, the European and the German legal …
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Network Formation and Economic Applications
… firms in a competitive labor market. Comparative or targeted advertising is defined as any form of advertising where a firm directly or indirectly names a competitor. We also examine a model of targeted advertising between oligopolistic firms using non-cooperative game theoretic tools.