文章基本信息

标题：Generic Advertising in Concentrated and Differentiated Agricultural Markets
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作者：Han, Sungill ; Chung, Chanjin ; Suh, Daeseok 等
期刊名称：Journal of Agribusiness
印刷版ISSN：0738-8950
出版年度：2011
期号：Suppl
出版社：Journal of Agribusiness
摘要：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 brand advertising.
关键词：generic advertising;brand advertising;product differentiation.