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| Han, Sungill; Chung, Chanjin; Suh, Daeseok. |
| This study develops an analytical framework to examine the impact of generic advertising on brand advertising with alternative assumptions on demand changes (shift-up and rotation), product differentiation, market concentration, and relationship between commodity and brand advertising programs. The newly developed model allows one to determine the relationship between generic and brand advertising, which has not been clearly shown in previous studies. Analytical results show that when generic advertising leads to an inelastic demand, generic advertising would help brand advertising and could decrease the optimal brand advertising expenditures. However, when generic advertising leads to an elastic demand, it would negatively affect the profitability of... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Generic advertising; Brand advertising; Product differentiation.; Agribusiness; Demand and Price Analysis; Industrial Organization; Marketing. |
| Ano: 2011 |
URL: http://purl.umn.edu/103739 |
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| 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... |
| Tipo: Conference Paper or Presentation |
Palavras-chave: Check off; Generic advertising; Brand advertising; Vertical product differentiation; Marketing. |
| Ano: 2009 |
URL: http://purl.umn.edu/49557 |
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