RT Journal Article
SR Electronic
T1 Consumer Recall and Recognition Of Co-Appearing Brands in TV Media
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 2022-003
DO 10.2501/JAR-2022-003
A1 FANNY FONG YEE CHAN
YR 2022
UL http://www.journalofadvertisingresearch.com/content/early/2022/01/21/JAR-2022-003.abstract
AB The proliferation of brand integrations has led to a phenomenon of brand co-appearance that research has not examined. Building on research in joint promotion and concept combinations, the current study adopts an information-processing framework to explore the mental representations (i.e. memory encoding and retrieval of branded products) co-appearing on television programs. Four experimental studies were conducted with college students and the general public to examine the short-term and long-term recall and recognition of branded products that co-appeared. Product congruity and brand familiarity were found to be two moderating variables that significantly affected brand memory. The theoretical and practical insights are discussed, and future research avenues are suggested.