IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v121y2020icp73-84.html
   My bibliography  Save this article

A review of comparative advertising research 1975–2018: Thematic and citation analyses

Author

Listed:
  • del Barrio-García, Salvador
  • Muñoz-Leiva, Francisco
  • Golden, Linda

Abstract

Given the importance of comparative advertising (CA) in advertising praxis, scholars have long studied the CA approach from different perspectives. There are several review and meta-analysis academic papers on CA published. Review articles result in academic information gaps and differ from the approach proposed here. Therefore, there is a need for a comprehensive study of CA research themes in the past, present, and future. This paper responds to the need to analyze additional aspects of CA research. Using several bibliometric analyses, a comprehensive thematic review of comparative advertising research is discussed (1975–2018). Forty themes emerge from the 305 marketing and advertising journal articles reviewed, producing four thematic clusters. Clusters range from traditional media effectiveness to political and negative advertising. The results suggest important directions for future advertising research.

Suggested Citation

  • del Barrio-García, Salvador & Muñoz-Leiva, Francisco & Golden, Linda, 2020. "A review of comparative advertising research 1975–2018: Thematic and citation analyses," Journal of Business Research, Elsevier, vol. 121(C), pages 73-84.
    • Handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:73-84
    DOI: 10.1016/j.jbusres.2020.08.023
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296320305336
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2020.08.023?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Maria Alipranti & Evangelos Mitrokostas & Emmanuel Petrakis, 2018. "Non†Comparative and Comparative Advertising in Oligopolistic Markets," Manchester School, University of Manchester, vol. 86(3), pages 308-332, June.
    2. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions," Journal of Business Research, Elsevier, vol. 84(C), pages 233-242.
    3. Claudio Tesauro & Francesco Russo, 2008. "Unfair Commercial Practices and Misleading and Comparative Advertising: An Analysis of the Harmonization of EU Legislation in View of the Italian Implementation of the Rules," CPI Journal, Competition Policy International, vol. 4.
    4. de la Hoz-Correa, Andrea & Muñoz-Leiva, Francisco & Bakucz, Márta, 2018. "Past themes and future trends in medical tourism research: A co-word analysis," Tourism Management, Elsevier, vol. 65(C), pages 200-211.
    5. Leone, Robert P. & Robinson, Larry M. & Bragge, Johanna & Somervuori, Outi, 2012. "A citation and profiling analysis of pricing research from 1980 to 2010," Journal of Business Research, Elsevier, vol. 65(7), pages 1010-1024.
    6. Pechmann, Cornelia & Stewart, David W, 1990. "The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 180-191, September.
    7. Lokman I. Meho & Kiduk Yang, 2007. "Impact of data sources on citation counts and rankings of LIS faculty: Web of science versus scopus and google scholar," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 58(13), pages 2105-2125, November.
    8. Mary J. Culnan, 1986. "The Intellectual Development of Management Information Systems, 1972--1982: A Co-Citation Analysis," Management Science, INFORMS, vol. 32(2), pages 156-172, February.
    9. Vinícius da Fonseca Vieira & Carolina Ribeiro Xavier & Nelson Francisco Favilla Ebecken & Alexandre Gonçalves Evsukoff, 2014. "Performance Evaluation of Modularity Based Community Detection Algorithms in Large Scale Networks," Mathematical Problems in Engineering, Hindawi, vol. 2014, pages 1-15, December.
    10. Patricia Rossi, 2017. "Marketing at the Confluence between Entertainment and Analytics," Post-Print hal-01810596, HAL.
    11. Yagci, Mehmet I. & Biswas, Abhijit & Dutta, Sujay, 2009. "Effects of comparative advertising format on consumer responses: The moderating effects of brand image and attribute relevance," Journal of Business Research, Elsevier, vol. 62(8), pages 768-774, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Wang, Xinxin & Xu, Zeshui & Qin, Yong & Skare, Marinko, 2021. "Service networks for sustainable business: A dynamic evolution analysis over half a century," Journal of Business Research, Elsevier, vol. 136(C), pages 543-557.
    2. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    3. Muñoz Leiva, Francisco & Rodríguez López, María Eugenia & García Martí, Bárbara, 2022. "Discovering prominent themes of the application of eye tracking technology in marketing research," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising for goods versus services: Effects of different types of product attributes through consumer reactance and activation on consumer response," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 82-90.
    2. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    3. Bambauer-Sachse, Silke & Heinzle, Priska, 2018. "Comparative advertising: Effects of concreteness and claim substantiation through reactance and activation on purchase intentions," Journal of Business Research, Elsevier, vol. 84(C), pages 233-242.
    4. Andrés Nova-Reyes & Francisco Muñoz-Leiva & Teodoro Luque-Martínez, 2020. "The Tipping Point in the Status of Socially Responsible Consumer Behavior Research? A Bibliometric Analysis," Sustainability, MDPI, vol. 12(8), pages 1-23, April.
    5. Varsha Khandker, 2023. "Two decades of the bottom of the pyramid research: identifying the influencers, structure, and the evolution of the concept," Management Review Quarterly, Springer, vol. 73(3), pages 1151-1178, September.
    6. Jun Zhang & Joon Soo Lim, 2021. "Mitigating negative spillover effects in a product-harm crisis: strategies for market leaders versus market challengers," Journal of Brand Management, Palgrave Macmillan, vol. 28(1), pages 77-98, January.
    7. Anja Plumeyer & Pascal Kottemann & Daniel Böger & Reinhold Decker, 2019. "Measuring brand image: a systematic review, practical guidance, and future research directions," Review of Managerial Science, Springer, vol. 13(2), pages 227-265, April.
    8. Seyyed Ali Delbari & Siew Imm Ng & Yuhanis Abdul Aziz & Jo Ann Ho, 2015. "Measuring the influence and impact of competitiveness research: a Web of Science approach," Scientometrics, Springer;Akadémiai Kiadó, vol. 105(2), pages 773-788, November.
    9. Filippo Corsini & Rafael Laurenti & Franziska Meinherz & Francesco Paolo Appio & Luca Mora, 2019. "The Advent of Practice Theories in Research on Sustainable Consumption: Past, Current and Future Directions of the Field," Sustainability, MDPI, vol. 11(2), pages 1-19, January.
    10. Takanori Ida & Naomi Fukuzawa, 2013. "Effects of large-scale research funding programs: a Japanese case study," Scientometrics, Springer;Akadémiai Kiadó, vol. 94(3), pages 1253-1273, March.
    11. Rosa Anaya-Aguilar & German Gemar & Carmen Anaya-Aguilar, 2021. "A Typology of Spa-Goers in Southern Spain," Sustainability, MDPI, vol. 13(7), pages 1-10, March.
    12. Stephan M. Liozu, 2019. "Penetration of the pricing function among global Fortune 500 firms," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 18(6), pages 421-428, December.
    13. Easley, Richard W. & Bearden, William O. & Teel, Jesse E., 1995. "Testing predictions derived from inoculation theory and the effectiveness of self-disclosure communications strategies," Journal of Business Research, Elsevier, vol. 34(2), pages 93-105, October.
    14. Borrett, Stuart R. & Sheble, Laura & Moody, James & Anway, Evan C., 2018. "Bibliometric review of ecological network analysis: 2010–2016," Ecological Modelling, Elsevier, vol. 382(C), pages 63-82.
    15. Nianhang Xu & Winnie P. H. Poon & Kam C. Chan, 2014. "Contributing Institutions and Authors in International Business Research: A Quality-Based Assessment," Management International Review, Springer, vol. 54(5), pages 735-755, October.
    16. Isidro F. Aguillo, 2012. "Is Google Scholar useful for bibliometrics? A webometric analysis," Scientometrics, Springer;Akadémiai Kiadó, vol. 91(2), pages 343-351, May.
    17. Dejian Yu & Sun Meng, 2018. "An overview of biomass energy research with bibliometric indicators," Energy & Environment, , vol. 29(4), pages 576-590, June.
    18. Elena Rivo-López & Mónica Villanueva-Villar & Alberto Vaquero-García, 2016. "Family office: a new category in family business research?," Working Papers. Collection C: Family business 1601, Universidade de Vigo, GEN - Governance and Economics research Network.
    19. Parul Khurana & Kiran Sharma, 2022. "Impact of h-index on author’s rankings: an improvement to the h-index for lower-ranked authors," Scientometrics, Springer;Akadémiai Kiadó, vol. 127(8), pages 4483-4498, August.
    20. Martín-Martín, Alberto & Orduna-Malea, Enrique & Thelwall, Mike & Delgado López-Cózar, Emilio, 2018. "Google Scholar, Web of Science, and Scopus: A systematic comparison of citations in 252 subject categories," Journal of Informetrics, Elsevier, vol. 12(4), pages 1160-1177.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:121:y:2020:i:c:p:73-84. See general information about how to correct material in RePEc.

    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 CitEc recognized a bibliographic reference but did not link an item in RePEc 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 RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

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

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.