{"id":"https://openalex.org/W1479954103","doi":"https://doi.org/10.1080/08961530.2014.999184","title":"Consumers\u2019 Evaluation of Ad-Brand Congruity in Comparative Advertising","display_name":"Consumers\u2019 Evaluation of Ad-Brand Congruity in Comparative Advertising","publication_year":2015,"publication_date":"2015-05-15","ids":{"openalex":"https://openalex.org/W1479954103","doi":"https://doi.org/10.1080/08961530.2014.999184","mag":"1479954103"},"language":"en","primary_location":{"id":"doi:10.1080/08961530.2014.999184","doi":"https://doi.org/10.1080/08961530.2014.999184","is_oa":false,"landing_page_url":"https://doi.org/10.1080/08961530.2014.999184","pdf_url":null,"source":{"id":"https://openalex.org/S148814761","display_name":"Journal of International Consumer Marketing","issn_l":"0896-1530","issn":["0896-1530","1528-7068"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","jufo-1","norway-1","poland-40","russia-white-list-1"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of International Consumer Marketing","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5090892315","display_name":"Komal Nagar","orcid":"https://orcid.org/0000-0002-3005-2448","observed_orcids":["https://orcid.org/0000-0002-3005-2448"]},"institutions":[],"countries":[],"is_corresponding":true,"raw_author_name":"Komal Nagar","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":["https://openalex.org/A5090892315"],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":3.3089,"has_fulltext":false,"cited_by_count":12,"citation_normalized_percentile":{"value":0.93170476,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":97},"biblio":{"volume":"27","issue":"3","first_page":"253","last_page":"276"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9164999723434448,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.9164999723434448,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10145","display_name":"Consumer Behavior in Brand Consumption and Identification","score":0.05270000174641609,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14244","display_name":"Consumer Behavior and Marketing Influence","score":0.008999999612569809,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/comparative-advertising","display_name":"comparative advertising","score":0.996999979019165},{"id":"https://openalex.org/keywords/advertising-clutter","display_name":"advertising clutter","score":0.699999988079071},{"id":"https://openalex.org/keywords/attitude-toward-advertising","display_name":"consumer attitudes toward advertising","score":0.7390000224113464},{"id":"https://openalex.org/keywords/brand-attitude","display_name":"brand attitude","score":0.9589999914169312},{"id":"https://openalex.org/keywords/purchase-intention","display_name":"purchase intention","score":0.996999979019165},{"id":"https://openalex.org/keywords/indian-consumers","display_name":"Indian consumers","score":0.5220000147819519}],"concepts":[{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.7940589189529419},{"id":"https://openalex.org/C15744967","wikidata":"https://www.wikidata.org/wiki/Q9418","display_name":"Psychology","level":0,"score":0.5694140195846558},{"id":"https://openalex.org/C152455256","wikidata":"https://www.wikidata.org/wiki/Q1900597","display_name":"Brand awareness","level":2,"score":0.5025146007537842},{"id":"https://openalex.org/C120101462","wikidata":"https://www.wikidata.org/wiki/Q518105","display_name":"Comparative advertising","level":2,"score":0.4941554367542267},{"id":"https://openalex.org/C2776035688","wikidata":"https://www.wikidata.org/wiki/Q1606558","display_name":"Affect (linguistics)","level":2,"score":0.4683004915714264},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.2169778048992157},{"id":"https://openalex.org/C46312422","wikidata":"https://www.wikidata.org/wiki/Q11024","display_name":"Communication","level":1,"score":0.06731307506561279}],"mesh":[],"locations_count":1,"locations":[{"id":"doi:10.1080/08961530.2014.999184","doi":"https://doi.org/10.1080/08961530.2014.999184","is_oa":false,"landing_page_url":"https://doi.org/10.1080/08961530.2014.999184","pdf_url":null,"source":{"id":"https://openalex.org/S148814761","display_name":"Journal of International Consumer Marketing","issn_l":"0896-1530","issn":["0896-1530","1528-7068"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-b","anvur-scientific","cwts-core","jufo-1","norway-1","poland-40","russia-white-list-1"],"host_organization":"https://openalex.org/P4310320547","host_organization_name":"Taylor & Francis","host_organization_lineage":["https://openalex.org/P4310320547","https://openalex.org/P4310320449"],"host_organization_lineage_names":["Taylor & Francis","Informa"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Journal of International Consumer Marketing","raw_type":"journal-article"}],"best_oa_location":null,"sustainable_development_goals":[],"sustainable_development_goals_aurora":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":68,"referenced_works":["https://openalex.org/W1503112528","https://openalex.org/W1554115197","https://openalex.org/W1555724582","https://openalex.org/W1567417235","https://openalex.org/W1972244180","https://openalex.org/W1973780715","https://openalex.org/W1977703122","https://openalex.org/W1981430419","https://openalex.org/W1984292991","https://openalex.org/W1985499309","https://openalex.org/W1987595265","https://openalex.org/W1988235710","https://openalex.org/W1988447536","https://openalex.org/W1995262161","https://openalex.org/W1998050068","https://openalex.org/W2006892276","https://openalex.org/W2017851275","https://openalex.org/W2021540993","https://openalex.org/W2021712715","https://openalex.org/W2025617091","https://openalex.org/W2027996520","https://openalex.org/W2030900782","https://openalex.org/W2036382935","https://openalex.org/W2039139892","https://openalex.org/W2042636564","https://openalex.org/W2047140612","https://openalex.org/W2049307533","https://openalex.org/W2053204041","https://openalex.org/W2057285989","https://openalex.org/W2057990903","https://openalex.org/W2062641569","https://openalex.org/W2062897343","https://openalex.org/W2066715562","https://openalex.org/W2068834287","https://openalex.org/W2075324078","https://openalex.org/W2081480420","https://openalex.org/W2085187045","https://openalex.org/W2089232976","https://openalex.org/W2091439056","https://openalex.org/W2091646305","https://openalex.org/W2095236453","https://openalex.org/W2096004730","https://openalex.org/W2112818633","https://openalex.org/W2114649961","https://openalex.org/W2121685903","https://openalex.org/W2127240198","https://openalex.org/W2127524002","https://openalex.org/W2142327262","https://openalex.org/W2159601564","https://openalex.org/W2161353994","https://openalex.org/W2164466674","https://openalex.org/W2175518082","https://openalex.org/W2183801661","https://openalex.org/W2256350061","https://openalex.org/W2297304328","https://openalex.org/W2315110014","https://openalex.org/W2318345172","https://openalex.org/W2321685334","https://openalex.org/W2325627778","https://openalex.org/W2327707012","https://openalex.org/W2334586821","https://openalex.org/W2801004064","https://openalex.org/W2935459425","https://openalex.org/W3121590070","https://openalex.org/W4232817668","https://openalex.org/W4242988121","https://openalex.org/W4249769858","https://openalex.org/W4285719527"],"related_works":["https://openalex.org/W2144835878","https://openalex.org/W2049921710","https://openalex.org/W3019023674","https://openalex.org/W3126111877","https://openalex.org/W2256350061","https://openalex.org/W2077495902","https://openalex.org/W7061454232","https://openalex.org/W2580296253","https://openalex.org/W2017480815","https://openalex.org/W4302340010"],"abstract_inverted_index":{"The":[0,63,79],"present":[1],"study":[2],"examines":[3],"if":[4],"ad-brand":[5,46,61,80,89],"congruity":[6,81,87],"among":[7],"different":[8,103],"ad":[9,59,137],"formats":[10,138],"has":[11],"the":[12,17,40,53,93,98,108,112,120,129,142],"potential":[13],"of":[14,28,58,65,92],"breaking":[15],"through":[16],"competitive":[18],"advertising":[19],"clutter":[20],"in":[21,104],"India.":[22],"We":[23],"examine":[24],"a":[25,145],"specific":[26],"type":[27,57,64],"information":[29],"incongruity,":[30],"namely":[31,56],"that":[32,97],"between":[33],"an":[34],"advertisement":[35],"and":[36,60,75,88,114],"established":[37],"associations":[38],"for":[39],"advertised":[41],"brand,":[42,113],"referred":[43],"to":[44,116,144],"as":[45,52],"incongruity.":[47,90],"Two":[48],"factors":[49],"were":[50],"used":[51],"independent":[54],"factors,":[55],"congruity.":[62],"advertisements":[66],"had":[67,84],"three":[68],"levels\u2014direct":[69],"comparative":[70,73,122],"ad,":[71,74,109],"indirect":[72,130],"no":[76,132],"comparison":[77,133],"ad.":[78],"variable":[82],"also":[83],"two":[85],"levels\u2014ad-brand":[86],"Results":[91],"GLM":[94],"MANOVA":[95],"reveal":[96],"six":[99],"groups":[100],"are":[101],"significantly":[102],"their":[105],"attitude":[106,110,127],"toward":[107,111],"intention":[115],"purchase.":[117],"As":[118],"predicted,":[119],"incongruent-direct":[121],"ads":[123],"generated":[124],"more":[125],"positive":[126],"than":[128],"or":[131],"formats.":[134],"Also,":[135],"congruent":[136],"did":[139],"not":[140],"affect":[141],"attitudes":[143],"large":[146],"extent.":[147]},"counts_by_year":[{"year":2026,"cited_by_count":2},{"year":2025,"cited_by_count":1},{"year":2024,"cited_by_count":3},{"year":2022,"cited_by_count":1},{"year":2019,"cited_by_count":1},{"year":2018,"cited_by_count":2},{"year":2017,"cited_by_count":1},{"year":2015,"cited_by_count":1}],"updated_date":"2026-10-30T12:39:25.321706","created_date":"2016-06-24T00:00:00"}