Does Generic Advertising Help or Hurt Brand Advertising?
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References listed on IDEAS
- Mussa, Michael & Rosen, Sherwin, 1978. "Monopoly and product quality," Journal of Economic Theory, Elsevier, vol. 18(2), pages 301-317, August.
- John Crespi & Stéphan Marette, 2002. "Generic Advertising and Product Differentiation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(3), pages 691-701.
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More about this item
Keywordscheck off; generic advertising; brand advertising; vertical product differentiation; Marketing;
NEP fieldsThis paper has been announced in the following NEP Reports:
- NEP-ALL-2009-05-16 (All new papers)
- NEP-COM-2009-05-16 (Industrial Competition)
- NEP-MKT-2009-05-16 (Marketing)
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