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Full-Text Articles in Social and Behavioral Sciences
Condoms, Cigarettes, And Cell Phones: Does Brand Advertising Increase Generic Demand?, Joyce M. Wolburg
Condoms, Cigarettes, And Cell Phones: Does Brand Advertising Increase Generic Demand?, Joyce M. Wolburg
College of Communication Faculty Research and Publications
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.