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| Author: | Krishnamurthy, S. |
| Title: | Enlarging the pie vs. increasing one's slice: An analysis of the relationship between generic and brand advertising |
| Journal: | Marketing Letters
2000 : FEB, VOL. 11:1, p. 37-48 |
| Index terms: | OWN-LABEL GOODS BRANDS ADVERTISING CO-OPERATION COMPETITION |
| Language: | eng |
| Abstract: | This study examines the relationship between brand and generic advertising in 2 cases. In the independent-contribution case, a free-riding or cheap-riding generic advertising equilibrium is predicted. In the free-riding equilibrium, it is shown that dominant firms in industries should be indifferent to free-riding by lesser firms. In the cheap riding equilibrium, a group of equally dominant firms foot the bill. |
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