Condoms, cigarettes, and cell phones: does brand advertising increase generic demand?

Abstract

Purpose

This article aims to stimulate discussion of how the advertising of brands affects the product category by creating generic demand.

Design/methodology/approach

The article outlines the author's personal viewpoint.

Findings

Although greater emphasis has been given to generic advertising's effect on brands, there is evidence that brand advertising can stimulate generic demand.

Practical implications

The article takes the discussion of the issue to a different level.

Originality/value

The article not only explores ways of increasing generic demand, it also provides theoretical explanations for how it can occur.

Citation

Wolburg, J.M. (2008), "Condoms, cigarettes, and cell phones: does brand advertising increase generic demand?", Journal of Product & Brand Management, Vol. 17 No. 4, pp. 285-286. https://doi.org/10.1108/10610420810887644