Underdog brands utilizing Comparative advertising in Modern India

Abstract

The trend of comparative advertising in India is changing at the pace more than expected and the acceptability is growing. The study has shed some light on the content of comparative advertising. As hypothesized the study proved that underdog brands are using this technique more, there are more bold direct references than hesitant indirect naming the competitive brand in the advertisements. The valence of advertisements are negative than positive which means that the advertisements try to denigrate the competitive brand to gain dual advantage of own growth and competitive brand destruction. The study offers intuitive knowledge for the managerial and research sector.