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
