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Consumer Recall and Recognition Of Co-Appearing Brands in TV Media

The Moderating Roles of Product Congruity And Brand Familiarity

Fanny Fong Yee Chan
DOI: 10.2501/JAR-2022-003 Published 1 March 2022
Fanny Fong Yee Chan
The Hang Seng University of Hong Kong,
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  • For correspondence: fannychan@hsu.edu.hk
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Abstract

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.

  • Received August 16, 2020.
  • Received (in revised form) May 3, 2021.
  • Accepted June 8, 2021.
  • Copyright © 2022 ARF. All rights reserved.
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Vol 62 Issue 1

Journal of Advertising Research: 62 (1)
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Consumer Recall and Recognition Of Co-Appearing Brands in TV Media
Fanny Fong Yee Chan
Journal of Advertising Research Mar 2022, 62 (1) 18-34; DOI: 10.2501/JAR-2022-003

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Consumer Recall and Recognition Of Co-Appearing Brands in TV Media
Fanny Fong Yee Chan
Journal of Advertising Research Mar 2022, 62 (1) 18-34; DOI: 10.2501/JAR-2022-003
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