Advanced Search
MyIDEAS: Login

Fundamentos Para La Regulacion De La Publicidad Comparativa

Contents:

Author Info

  • RICARDO PAREDES M

    ()
    (Escuela de Ingenieria, Pontificia Universidad Católica de Chile)

Abstract

There is a growing consensus that comparative advertising has the potential to reduce barriers to entry and increase competition. Nevertheless, in actual practice comparative advertising in most countries, and particularly in those which are the least developed, is either very limited or non-existent. This paper describes the strikingly contrasting regulatory approaches to the problem in Europe, Latin America; especially in Chile; and the United States. This has enabled us to analyze the gap that exists in the fundamental principles as set forth by regulatory theory and practice. The paper describes the causes for the paradox existing in the discourse of Chilean jurisprudence, in that it over emphasizes the benefits of comparative advertising and its practice, but limits it. We identify the elements, which, in our opinion, are excessive to limit comparative advertising, and we put forth the arguments in favor of the need to act so as to attenuate the excessive restrictions currently in place.

Download Info

If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
File URL: http://eacc10.puc.cl/files/ABT/Contenidos/Vol-7-N1/Paredes.pdf
Download Restriction: no

Bibliographic Info

Article provided by Escuela de Administracion. Pontificia Universidad Católica de Chile. in its journal ABANTE.

Volume (Year): 7 (2004)
Issue (Month): 1 ()
Pages: 67-102

as in new window
Handle: RePEc:pch:abante:v:7:y:2004:i:1:p:67-102

Contact details of provider:
Web page: http://eacc10.puc.cl/RePEc/pch/
More information through EDIRC

Order Information:
Email:

Related research

Keywords: Comparative Advertising; Antitrust; Self Regulations; Chile;

Find related papers by JEL classification:

References

References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
as in new window
  1. Souam, Said, 2001. "Optimal antitrust policy under different regimes of fines," International Journal of Industrial Organization, Elsevier, vol. 19(1-2), pages 1-26, January.
  2. Pechmann, Cornelia & Stewart, David W, 1990. " The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions," Journal of Consumer Research, University of Chicago Press, vol. 17(2), pages 180-91, September.
  3. Ghosal, Vivek & Gallo, Joseph, 2001. "The cyclical behavior of the Department of Justice's antitrust enforcement activity," International Journal of Industrial Organization, Elsevier, vol. 19(1-2), pages 27-54, January.
  4. Pechmann, Cornelia & Ratneshwar, S, 1991. " The Use of Comparative Advertising for Brand Positioning: Association versus Differentiation," Journal of Consumer Research, University of Chicago Press, vol. 18(2), pages 145-60, September.
Full references (including those not matched with items on IDEAS)

Citations

Lists

This item is not listed on Wikipedia, on a reading list or among the top items on IDEAS.

Statistics

Access and download statistics

Corrections

When requesting a correction, please mention this item's handle: RePEc:pch:abante:v:7:y:2004:i:1:p:67-102. See general information about how to correct material in RePEc.

For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Gimena Pardo).

If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

If references are entirely missing, you can add them using this form.

If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.

If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.

Please note that corrections may take a couple of weeks to filter through the various RePEc services.