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

Authors

Joyce M. Wolburg, Marquette UniversityFollow

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

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

Accepted version. Journal of Product and Brand Management, Vol. 17, No. 4 (2008): 285-286. DOI. © Emerald Group Publishing Limited. Used with permission.

Recommended Citation

Wolburg, Joyce M., "Condoms, Cigarettes, and Cell Phones: Does Brand Advertising Increase Generic Demand?" (2008). College of Communication Faculty Research and Publications. 376.
https://epublications.marquette.edu/comm_fac/376