The Effect of Comparative Advertising on Consumer Attitudes (Field Study)

This research consists of two parts. The first part depends on the previous researches and literature dealing with the subject research "comparative advertising". This research aims through the first part to analysis 'comparative advertising' phenomenon, advertisers use "comparative advertising" to persuade consumer to buy the brand through information and facts. This research Through field study aims to measure effect of comparative advertising form(one way advertisement VS. two way advertisement) on consumer attitude toward advertising and consumer attitude toward brand and consumer intention to purchase the brand . Through field study the research shows that there is a significant effect of two way comparative advertising on consumer attitude toward advertising and consumer attitude toward brand and consumer intention to purchase the brand, but there is no significant effect of one way comparative advertising on consumer attitude toward advertising and consumer attitude toward brand and consumer intention to purchase the brand.