
372 Human Factors of a Global Society
RESEARCH FINDINGS
The research ndings corroborated the initial assumptions concerning the results of the indirect
negative comparative advertising. It turned out that the presented commercials indeed increased
the brand equity of the advertiser (i.e., Link 4) and, moreover, had an unfavorable effect on a few
elements that build the brand equity of rival companies.
1. The inuence of indirect comparative advertising by Link 4 on the insurance agent’s
image.
a. After the ad exposition, a decrease in positive opinions about an insurance agent’s
image was clearly observable.
b. The agent’s image deprec