文章基本信息

标题：Small Businesses and Comparison Advertising Strategies: Is it Worth the Risk?
本地全文：下载
作者：Karen Russo France ; Paula Fitzgerald Bone ; James W. France 等
期刊名称：Journal of Small Business Strategy
印刷版ISSN：1081-8510
出版年度：1996
卷号：7
期号：1
页码：81-98
出版社：Bradley University
摘要：Research shows that comparison ads can be particularly effective for businesses with relatively small market shares. However, there are legal risks associated with such strategies. Therefore, in this article we overview constitutional law, common law, and statutory law as they relate to claims made about competitors in comparative advertising. We carefully explore First Amendment rights and then examine the various causes of action in deception suits and Section 43a of the Lanham Act. We conclude with suggestions for the small business owner using comparison advertising to gain market share.