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

摘要

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.