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Brand versus generic advertising: A conceptual framework with an application to cheese

Author

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  • Henry W. Kinnucan

    (Department of Agricultural Economics and Rural Sociology, Auburn University)

  • Cynda R. Clary

    (Department of Agricultural Economics and Agricultural Business, New Mexico State University)

Abstract

Economic research measures the existence of advertising effects, but provides little insight into the mechanisms responsible for the observed responses. Drawing chiefly from constructs gleaned from the psychology and marketing literatures, an “inference-based” conceptual model is posited that elucidates the differing roles of generic and brand advertising in a consumer-choice setting. The model's key hypotheses, recursivity and complementarity, are tested with consumer awareness data on cheese advertising. © 1995 John Wiley & Sons, Inc.

Suggested Citation

  • Henry W. Kinnucan & Cynda R. Clary, 1995. "Brand versus generic advertising: A conceptual framework with an application to cheese," Agribusiness, John Wiley & Sons, Ltd., vol. 11(4), pages 355-369.
    • Handle: RePEc:wly:agribz:v:11:y:1995:i:4:p:355-369
    DOI: 10.1002/1520-6297(199507/08)11:4<355::AID-AGR2720110407>3.0.CO;2-0
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    References listed on IDEAS

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    1. Henry Kinnucan & Olan D. Forker, 1986. "Seasonality in the Consumer Response to Milk Advertising with Implications for Milk Promotion Policy," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 68(3), pages 562-571.
    2. Ronald W. Ward & Julio Chang & Stan Thompson, 1985. "Commodity advertising: Theoretical issues relating to generic and brand promotions," Agribusiness, John Wiley & Sons, Ltd., vol. 1(4), pages 269-276.
    3. Ellen W. Goddard & Alex K. Amuah, 1989. "The Demand for Canadian Fats and Oils: A Case Study of Advertising Effectiveness," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 71(3), pages 741-749.
    4. Stanley R. Thompson & Doyle A. Eiler, 1977. "Determinants of Milk Advertising Effectiveness," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 59(2), pages 330-335.
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    Cited by:

    1. Van Ittersum, Koert & Candel, Math & Torelli, Franco, 1999. "The market for PDO/PGI protected regional products: consumers' attitudes and behaviour," 67th Seminar, October 28-30, 1999, LeMans, France 241121, European Association of Agricultural Economists.
    2. Kinnucan, Henry W. & Belleza, Evelyn T., 1995. "Price And Quantity Effects Of Canada'S Dairy Adverstising Programs," Agricultural and Resource Economics Review, Northeastern Agricultural and Resource Economics Association, vol. 24(2), pages 1-12, October.
    3. Acharya, Ram N. & Patterson, Paul M. & Schmitz, Troy G. & Foerster, Susan B. & Hill, Esther & Jones, Anita & Bohm, Erica, 2002. "Restaurant Diner'S Attitudes And Responses To A Healthy Dining Campaign," 2002 Annual meeting, July 28-31, Long Beach, CA 19707, American Agricultural Economics Association (New Name 2008: Agricultural and Applied Economics Association).
    4. Williams, Gary W. & Capps Jr., Oral, 2020. "Generic promotion of Norwegian seafood exports," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 23(3), August.
    5. Li, Chia-Ying & Fang, Yu-Hui, 2020. "I searched, I collected, I experienced: Exploring how mobile augmented reality makes the players go," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    6. Goddard, Ellen W. & Freebairn, John W. & Griffith, Garry R., 2003. "Issues in evaluating generic promotion in the food chain," 2003 Conference (47th), February 12-14, 2003, Fremantle, Australia 57871, Australian Agricultural and Resource Economics Society.
    7. Goddard, Ellen W. & Shank, Benjamin & Panter, Chris & Nilsson, Tomas K.H. & Cash, Sean B., 2007. "Canadian Chicken Industry: Consumer Preferences, Industry Structure and Producer Benefits from Investment in Research and Advertising," Project Report Series 52088, University of Alberta, Department of Resource Economics and Environmental Sociology.
    8. Williams, Gary W. & Capps, Jr., Oral, 2022. "The apparent conflict of Norwegian pelagic fisheries management and Norwegian seafood council export promotion," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 25(3), February.

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