000			00983npc a2200157Ia 4500
008			140613s2013 xx 000 0 und d
060			_a658.827
100			_aMEHTA, NIKHIL K
245			_aImpact of comparative communication in advertisments on Brand Image _bAn exploratory Indian Perspective
260			_c2013
300			_a6-30
520			_aIn this research, tha nature of communication of 10 Indian advertisements is studied and associated with their perceived brand image on an exploratory basis. The sample of this study compries 57 Indian respondents who are aware of all 10 selectedadvetisments and their contents. Logistic regression is used to understand the probability of perceived brand image. The study suggests that brand image is perceived to be ternished for brands that exploted adverse/hostile communication naming the rival brands.
653			_aBRAND MANAGEMENT
773			_oP14780 _nM _933680 _011236 _tIUP: JOURNAL OF BRAND MANAGEMENT
942			_2ddc _cARTCL
999			_c11716 _d11716