Title

Condoms, Cigarettes, and Cell Phones: Does Brand Advertising Increase Generic Demand?

Document Type

Article

Language

eng

Format of Original

2 p.

Publication Date

2008

Publisher

Emerald

Source Publication

Journal of Product and Brand Management

Source ISSN

1061-0421

Original Item ID

doi: 10.1108/10610420810887644

Abstract

Purpose:

This article aims to stimulate discussion of how the advertising of brands affects the product category by creating generic demand.

Design/methodology/approach:

The article outlines the author's personal viewpoint.

Findings:

Although greater emphasis has been given to generic advertising's effect on brands, there is evidence that brand advertising can stimulate generic demand.

Practical implications:

The article takes the discussion of the issue to a different level.

Originality/value:

The article not only explores ways of increasing generic demand, it also provides theoretical explanations for how it can occur.

Comments

Journal of Product and Brand Management, Vol. 17, No. 4 (2008): 285-286. DOI.