Condoms, Cigarettes, and Cell Phones: Does Brand Advertising Increase Generic Demand?
Format of Original
Journal of Product and Brand Management
This article aims to stimulate discussion of how the advertising of brands affects the product category by creating generic demand.
The article outlines the author's personal viewpoint.
Although greater emphasis has been given to generic advertising's effect on brands, there is evidence that brand advertising can stimulate generic demand.
The article takes the discussion of the issue to a different level.
The article not only explores ways of increasing generic demand, it also provides theoretical explanations for how it can occur.