Author: Wolburg, Joyce M.

Source: Journal of Product and Brand Management, Volume 17, Number 4, 2008 , pp. 285-286(2)

Publisher: Emerald Group Publishing Limited

Abstract:

<B>Purpose</B> - This article aims to stimulate discussion of how the advertising of brands affects the product category by creating generic demand. <B>Design/methodology/approach</B> - The article outlines the author's personal viewpoint. <B>Findings</B> - Although greater emphasis has been given to generic advertising's effect on brands, there is evidence that brand advertising can stimulate generic demand. <B>Practical implications</B> - The article takes the discussion of the issue to a different level. <B>Originality/value</B> - The article not only explores ways of increasing generic demand, it also provides theoretical explanations for how it can occur.

Keywords: Advertising; Brands; Consumer goods; Demand

Document Type: Research article

DOI: http://dx.doi.org/10.1108/10610420810887644

Publication date: 2008-07-18

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