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Condoms, cigarettes, and cell phones: does brand advertising increase generic demand?

Condoms, cigarettes, and cell phones: does brand advertising increase generic demand? 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Product & Brand Management Emerald Publishing

Condoms, cigarettes, and cell phones: does brand advertising increase generic demand?

Joyce M. Wolburg
Journal of Product & Brand Management , Volume 17 (4): 2 – Jul 18, 2008
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Publisher
Emerald Publishing
Copyright
Copyright © 2008 Emerald Group Publishing Limited. All rights reserved.
ISSN
1061-0421
DOI
10.1108/10610420810887644
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Product & Brand Management – Emerald Publishing

Published: Jul 18, 2008

Keywords: Brands; Advertising; Demand; Consumer goods

References

  • The influence of generic advertising on brand preferences
    Chakravarti, A.; Janiszewski, C.
  • A new model for measuring advertising effectiveness
    Hall, B.F.