This study examines the relationship between generic advertising and perceived value for 100 percent orange juice using … relationships between consumption and perceived value and between generic advertising and perceived value and identify features of … generic advertising of orange juice that have the greatest influence on consumers. Our analysis indicates that perceived value …

producers and processors of fluid milk provides generic advertising targeted at fluid milk consumption. Exploring how generic … advertising affects fluid milk type consumption delineated by milk fat type is examined by incorporating a polynomial distributed … lag advertising variable into an incomplete demand system. Seemingly unrelated regression results indicate that generic …

In some product categories, generic advertising is used to increase market demand of the category and at the same time … investigates the optimal levels of brand and generic advertising in a dynamic differentiated product oligopoly. A nested logit … demand system incorporating brand and generic advertising goodwill stocks is specified and estimated without imposing any …

The purpose of this study is to investigate whether the generic advertising helps or hurts the brand advertising within … 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 …

factors (e.g., market trends) and solicitation appeals on voluntary contributions to a generic campaign. Viewing generic … advertising campaigns as a public goods problem, a conceptual framework based on goal systems theory is developed to suggest that …

Annual seasonal advertising expenditure allocations were estimated for the national generic advertising programs for …