Brand versus generic advertising: a conceptual framework with an application to cheese
Economic research measures the existence of advertising effects, but provides little insight into the mechanisms responsible for the observed responses. Drawing chiefly from constructs gleaned from the psychology and marketing literatures, an "inference-based" conceptual model is posited t...
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| Veröffentlicht in: | Agribusiness (New York, N.Y.) N.Y.), 1995-07, Vol.11 (4), p.355-369 |
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| container_title | Agribusiness (New York, N.Y.) |
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| creator | Kinnucan, H.W. (Auburn University.) Clary, C.R |
| description | Economic research measures the existence of advertising effects, but provides little insight into the mechanisms responsible for the observed responses. Drawing chiefly from constructs gleaned from the psychology and marketing literatures, an "inference-based" conceptual model is posited that elucidates the differing roles of generic and brand advertising in a consumer-choice setting. The model's key hypotheses, recursivity and complementarity, are tested with consumer awareness data on cheese advertising |
| doi_str_mv | 10.1002/1520-6297(199507/08)11:4<355::AID-AGR2720110407>3.0.CO;2-0 |
| format | Article |
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| fulltext | fulltext |
| identifier | ISSN: 0742-4477 |
| ispartof | Agribusiness (New York, N.Y.), 1995-07, Vol.11 (4), p.355-369 |
| issn | 0742-4477 1520-6297 |
| language | eng |
| recordid | cdi_proquest_miscellaneous_743108127 |
| source | RePEc; Wiley Journals; Business Source Complete; Periodicals Index Online |
| subjects | Advertising Agricultural commodities Agricultural economics ALIMENTOS Attitudes Brands CANADA Cheese industry COMPORTAMIENTO DEL CONSUMIDOR COMPORTEMENT DU CONSOMMATEUR Consumer behavior Dairy products Effects ENCUESTAS ENQUETE FROMAGE HOGARES MARCA COMERCIAL Market shares Marketing MARQUE COMMERCIALE MATEMATICAS MATHEMATIQUE MENAGE MODELE MODELOS Preferences PRISE DE DECISION Product differentiation Product life cycle PRODUIT ALIMENTAIRE PUBLICIDAD PUBLICITE QUESO Shadow prices Sociology Statistical analysis Studies TOMA DE DECISIONES |
| title | Brand versus generic advertising: a conceptual framework with an application to cheese |
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