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Does Generic Advertising Help or Hurt Brand Advertising?


  • Suh, Daeseok
  • Chung, Chanjin


The purpose of this study is to investigate whether the generic advertising helps or hurts the brand advertising within the differentiated product environments. We develop an analytical model that includes both generic and brand advertising expenditures considering vertical product differentiation. Then the analysis is devoted to examine how marginal effects of expenditure affect each other under product differentiation. To help examine the relationship, we also include a new variable, the degree of product differentiation. Analytical results show that when the generic advertising increases the product differentiation, the high quality brand tends to take benefits while the low quality brand loses. When generic advertising includes messages that do not differentiate quality attributes, the high quality brand loses while the low quality brand takes benefits.

Suggested Citation

  • Suh, Daeseok & Chung, Chanjin, 2009. "Does Generic Advertising Help or Hurt Brand Advertising?," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49557, Agricultural and Applied Economics Association.
  • Handle: RePEc:ags:aaea09:49557

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    References listed on IDEAS

    1. Mussa, Michael & Rosen, Sherwin, 1978. "Monopoly and product quality," Journal of Economic Theory, Elsevier, vol. 18(2), pages 301-317, August.
    2. John Crespi & St├ęphan Marette, 2002. "Generic Advertising and Product Differentiation," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 84(3), pages 691-701.
    3. Hunnicutt, Lynn & Israelsen, L. Dwight, 2003. "Incentives to Advertise and Product Differentiation," Journal of Agricultural and Resource Economics, Western Agricultural Economics Association, vol. 28(03), December.
    4. Nirvikar Singh & Xavier Vives, 1984. "Price and Quantity Competition in a Differentiated Duopoly," RAND Journal of Economics, The RAND Corporation, vol. 15(4), pages 546-554, Winter.
    5. Frank M. Bass & Anand Krishnamoorthy & Ashutosh Prasad & Suresh P. Sethi, 2005. "Generic and Brand Advertising Strategies in a Dynamic Duopoly," Marketing Science, INFORMS, vol. 24(4), pages 556-568, February.
    6. Chakravarti, Amitav & Janiszewski, Chris, 2004. " The Influence of Generic Advertising on Brand Preferences," Journal of Consumer Research, Oxford University Press, vol. 30(4), pages 487-502, March.
    7. Isariyawongse Kosin & Kudo Yasushi & Tremblay Victor J., 2007. "Generic and Brand Advertising in Markets with Product Differentiation," Journal of Agricultural & Food Industrial Organization, De Gruyter, vol. 5(1), pages 1-17, September.
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    check off; generic advertising; brand advertising; vertical product differentiation; Marketing;

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