Direct and Indirect Brand Comparisons, Message Framing and Gender Effects in Advertising

Abstract

With increased brand competition, companies use brand comparisons via comparative advertising. Using Regulatory Focus Theory predictions, this research examines the effects of direct and indirect comparative advertising, message framing, and gender for their individual and joint impact on consumer response to advertising for analgesic painkillers. Results show that the type of brand comparison (direct vs indirect), comparison framing (prevention vs promotion) and the consumer’s gender have significant impacts on responses to messages, individually and jointly. Managerially, the results underscore the strategic importance of varying message strategy by audience and comparative advertising tactic used, among other implications for the UK sample.