The relative effectiveness of comparative and non-comparative advertising with sidedness message appeals on durable and nondurable products

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An Examination of the Attitudinal Effects of Comparative Vs.noncomparative Advertising and Their Causal Paths in the Context of Message Sidedness and Product Involvement

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Relative Effectiveness of Comparative Advertising and Product Benefit Advertising Among Top Ranked Brands Within a Selected Product Category

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Comparative Advertising

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The Relative Effect of Negative Comparative, Direct Comparative, and Non-comparative Advertising Under Varying Conditions of Argument Quality on Attitude-toward-the-ad, Brand-related Attitudes and Behavioral Intentions

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The association effect in comparative advertising.Working paper #461A

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The Relative Effects of Comparative and Noncomparative Advertising on Evaluation Processes

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The Communications Effectiveness of Comparative Advertising Under Conditions of Product Involvement and Brand Usage

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Effectiveness of Comparative Versus Noncomparative Advertising

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Comparative Advertising, Message Sidedness and Medium Variation

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