Central European Business Review 2016, 5(4):34-46 | DOI: 10.18267/j.cebr.165

Comparative Advertising in the Czech Republic: An Empirical Study

Petr Král1, Martin Machek2, Tomáš Karel3
1 Ing. Petr Král, Ph.D., Faculty of International Relations, University of Economics, Prague, petr.kral@vse.cz
2 Ing. Martin Machek, Ph.D., Faculty of Business Administration, University of Economics, Prague, martin.machek@vse.cz
3 Ing. Tomáš Karel, Faculty of Informatics and Statistics, Department of Statistics and Probability, tomas.karel@vse.cz

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.

Keywords: Marketing; comparative advertising; Czech Republic; Central Europe; Škoda; Hyundai
JEL classification: M31, M37

Received: July 9, 2016; Revised: November 13, 2016; Published: December 31, 2016  Show citation

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Král, P., Machek, M., & Karel, T. (2016). Comparative Advertising in the Czech Republic: An Empirical Study. Central European Business Review, 5(4), 34-46. doi: 10.18267/j.cebr.165
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