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Comparative Advertising in the Czech Republic: An Empirical Study

Author

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  • Petr Král
  • Martin Machek
  • Tomáš Karel

Abstract

Comparative advertising had been traditionally banned in most EU countries and was allowed by the European law just relatively recently. That is why in the EU this form of advertising is relatively new, as opposed to the situation in the US, where comparative advertising has been widely used and well accepted by consumers for decades. The literature has been silent on the topic of the effectiveness of comparative advertising in the Czech Republic, as well as in other Central and Eastern European countries. The goal of this paper is to investigate the effectiveness of comparative advertising campaigns in the Czech Republic. Using an online survey with 160 Czech respondents, we found that the attitude towards comparative advertising is rather positive in the Czech Republic. We also identified that the gender of the recipient influences the general perception of comparative advertising. On the other hand, the age of the recipient does not seem to be a moderator of the attitude towards comparative advertising, in general. The results also do not signal any impact of the gender and the age of the recipient on the change of the perception of any of the brands involved in the campaign. Managerial implications target mainly marketing and advertising managers responsible for Central European markets.

Suggested Citation

  • Petr Král & Martin Machek & Tomáš Karel, 2016. "Comparative Advertising in the Czech Republic: An Empirical Study," Central European Business Review, Prague University of Economics and Business, vol. 2016(4), pages 34-46.
    • Handle: RePEc:prg:jnlcbr:v:2016:y:2016:i:4:id:165:p:34-46
    DOI: 10.18267/j.cebr.165
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    References listed on IDEAS

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    1. Baltar, Fabiola & Brunet Icart, Ignasi, 2012. "Social research 2.0: virtual snowball sampling method using Facebook," Nülan. Deposited Documents 1875, Universidad Nacional de Mar del Plata, Facultad de Ciencias Económicas y Sociales, Centro de Documentación.
    2. Carolyn White Nye & Martin S Roth & Terence A Shimp, 2008. "Comparative advertising in markets where brands and comparative advertising are novel," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(5), pages 851-863, July.
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    More about this item

    Keywords

    Marketing; comparative advertising; Czech Republic; Central Europe; Škoda; Hyundai;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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