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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.
© Emerald Group Publishing Limited
2008
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