Generic Advertising and Product Differentiation
研究通用广告是否降低同一商品竞争品牌间的差异化。分析表明，若需求增加带来的收益小于差异化降低的成本，高质量生产者不会受益。基于美国西梅产业的零售数据，实证发现通用广告对不同品牌感知质量有轻微差异化影响。
Abstract This article considers whether generic advertising lowers the differentiation among competing brands of the same good. Analytical results show that if the benefits from generic advertising from increased demand are outweighed by the costs from lower product differentiation then high‐quality producers will not benefit from generic promotion. Hypotheses are tested empirically under a conditional‐logit approach using retail‐market sales and advertising data for the U.S. prune industry. Results from this study provide evidence that generic advertising has a slight differential effect on the perceived qualities of different brands.