أثر الإشهار المقارن على العلامة التجارية : دراسة مقارنة

Abstract EN

Comparative advertising is one of the most common, and most impactful, types of advertising.

It relies on the comparison between similar goods and services, which have the same purpose, in order to measure one to the other, and subsequently elevate one’s value over the other.

Though the legality of this practice is still in question, as jurisprudence and legislation alike struggle to decide on outlawing it or not, considering that it plays a key role in the success, or failure, of the brand, as it has a great impact on the brand's reputation and can decrease its value and spoil all efforts and endeavors to reach the consumer and attract attention to the brand.