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

أثر صيغة الإعلان المقارن في اتجاهات المستهلك و نيته بشراء العلامة التجارية (دراسة ميدانية )

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 Publication date 2014
and research's language is العربية
 Created by Shamra Editor




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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.


Artificial intelligence review:
Research summary
يهدف هذا البحث إلى تحليل ظاهرة الإعلان المقارن وتأثيره على اتجاهات المستهلك ونيته في شراء العلامة التجارية المعلن عنها. يتناول البحث نوعين من الإعلانات المقارنة: الإعلان المقارن باتجاهين والإعلان المقارن باتجاه واحد. من خلال الدراسة الميدانية، وجد الباحثون أن الإعلان المقارن ذو الاتجاهين له تأثير معنوي على اتجاهات المستهلك نحو الإعلان والعلامة التجارية، وكذلك على نيته في الشراء. في المقابل، لم يظهر الإعلان المقارن ذو الاتجاه الواحد تأثيرًا معنويًا على هذه المتغيرات. بناءً على هذه النتائج، يوصي الباحثون باستخدام الإعلان المقارن ذو الاتجاهين لتحسين اتجاهات المستهلكين ونيتهم في الشراء، وتجنب استخدام الإعلان المقارن ذو الاتجاه الواحد إلا في حالات محددة حيث تكون العلامة التجارية متفوقة بشكل واضح.
Critical review
دراسة نقدية: تعتبر هذه الدراسة مهمة في مجال التسويق والإعلان، حيث تسلط الضوء على تأثير صيغ مختلفة من الإعلانات المقارنة على سلوك المستهلك. ومع ذلك، يمكن انتقاد الدراسة من عدة جوانب. أولاً، العينة المستخدمة في الدراسة تتكون فقط من طلاب الجامعات في سورية، مما قد يحد من تعميم النتائج على فئات أخرى من المجتمع. ثانيًا، استخدام منتج واحد فقط (معجون الأسنان) قد لا يكون كافيًا لتعميم النتائج على منتجات أخرى. ثالثًا، لم تتناول الدراسة تأثير العوامل الثقافية والاجتماعية التي قد تؤثر على استجابة المستهلكين للإعلانات المقارنة. على الرغم من هذه النقاط، تقدم الدراسة إسهامًا قيمًا في فهم كيفية تأثير صيغ الإعلانات المختلفة على سلوك المستهلك.
Questions related to the research
  1. ما هو الهدف الرئيسي من الدراسة؟

    الهدف الرئيسي من الدراسة هو تحليل تأثير صيغة الإعلان المقارن على اتجاهات المستهلك ونيته في شراء العلامة التجارية المعلن عنها.

  2. ما هي النتائج الرئيسية التي توصلت إليها الدراسة؟

    توصلت الدراسة إلى أن الإعلان المقارن ذو الاتجاهين له تأثير معنوي على اتجاهات المستهلك نحو الإعلان والعلامة التجارية، وكذلك على نيته في الشراء، بينما لم يظهر الإعلان المقارن ذو الاتجاه الواحد تأثيرًا معنويًا على هذه المتغيرات.

  3. ما هي التوصيات التي قدمها الباحثون بناءً على نتائج الدراسة؟

    يوصي الباحثون باستخدام الإعلان المقارن ذو الاتجاهين لتحسين اتجاهات المستهلكين ونيتهم في الشراء، وتجنب استخدام الإعلان المقارن ذو الاتجاه الواحد إلا في حالات محددة حيث تكون العلامة التجارية متفوقة بشكل واضح.

  4. ما هي العينة المستخدمة في الدراسة وكيف تم اختيارها؟

    شملت العينة طلاب الجامعات في سورية وتم اختيارها من ثلاث جامعات سورية (دمشق، حلب، تشرين) بالتساوي، وهي عينة غير احتمالية تتكون من 384 شخص.


References used
Yagci, Mehmet, Biswas, Abhijit, 2009- Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance, Journal of Business Research, Vol. 94, No. 6, P6
Jung Ok Jeona, Sharon E. Beatty, 2002- Comparative Advertising effectiveness in different national cultures, Journal of Business Research, Vol. 54, No. 12, p 907
Pandey, Bandana, 2012- Basic Principles Of Advertising And Public Relation, University of Science & Technology Department of Advertising Management & Public Relations, P3
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