PT  - JOURNAL ARTICLE
AU  - Fanny Fong Yee Chan
TI  - Consumer Recall and Recognition Of Co-Appearing Brands in TV Media
AID  - 10.2501/JAR-2022-003
DP  - 2022 Mar 01
TA  - Journal of Advertising Research
PG  - 18--34
VI  - 62
IP  - 1
4099  - http://www.journalofadvertisingresearch.com/content/62/1/18.short
4100  - http://www.journalofadvertisingresearch.com/content/62/1/18.full
SO  - J Advert Res2022 Mar 01; 62
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.