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Generic Advertising; and the Structural Heterogeneity Hypothesis


  • Henry W. Kinnucan
  • Meenakshi Venkateswaran


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Suggested Citation

  • Henry W. Kinnucan & Meenakshi Venkateswaran, 1994. "Generic Advertising; and the Structural Heterogeneity Hypothesis," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 42(3), pages 381-396, November.
  • Handle: RePEc:bla:canjag:v:42:y:1994:i:3:p:381-396
    DOI: j.1744-7976.1994.tb00032.x

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    Cited by:

    1. Adachi, Kenji & Liu, Donald J., 2006. "Estimating Threshold Effects of Generic Fluid Milk and Cheese Advertising," 2006 Annual meeting, July 23-26, Long Beach, CA 21333, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    2. Schmit, Todd M. & Kaiser, Harry M., 2002. "Modeling The Effects Of Generic Advertising On The Demand For Fluid Milk And Cheese: A Time-Varying Parameter Application," 2002 Annual meeting, July 28-31, Long Beach, CA 19754, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    3. Diansheng Dong & Todd M. Schmit & Harry Kaiser, 2012. "Modelling household purchasing behaviour to analyse beneficial marketing strategies," Applied Economics, Taylor & Francis Journals, vol. 44(6), pages 717-725, February.
    4. Henry W. Kinnucan & Maria Thomas, 1997. "Optimal Media Allocation Decisions For Generic Advertisers," Journal of Agricultural Economics, Wiley Blackwell, vol. 48(1‐3), pages 425-441, January.
    5. Chanjin Chung & Harry M. Kaiser, 2000. "Determinants of temporal variations in generic advertising effectiveness," Agribusiness, John Wiley & Sons, Ltd., vol. 16(2), pages 197-214.

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