Suppliet Moritz
European Commission (Directorate-General for Competition); and Tilburg University (TILEC & Department of Economics), The Netherlands.
J Health Econ. 2020 Sep;73:102324. doi: 10.1016/j.jhealeco.2020.102324. Epub 2020 May 24.
Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. The paper investigates how advertising in the market for non-prescription drugs affects the decision to buy prescription drugs from the same firm. To estimate the effects of umbrella branding, I exploit the fact that consumer-directed advertising of prescription drugs is prohibited in Germany and identify advertising spillovers with an instrumental variable that builds on exogenous seasonality in the non-prescription drug industry. Umbrella branding results in market expansion, particularly for generic firms, and can have a positive effect on consumer welfare in under-treated therapeutic areas.
伞形品牌策略是一种营销手段，即多产品公司利用其在不同产品类别中的声誉。本文研究非处方药市场的广告如何影响从同一公司购买处方药的决策。为了估计伞形品牌策略的影响，我利用了德国禁止面向消费者的处方药广告这一事实，并使用一个基于非处方药行业外生季节性的工具变量来识别广告溢出效应。伞形品牌策略会带来市场扩张，尤其是对仿制药公司而言，并且在治疗不足的治疗领域可能对消费者福利产生积极影响。
