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 Jan 25
TA  - Journal of Advertising Research
PG  - 2022-003
4099  - http://www.journalofadvertisingresearch.com/content/early/2022/01/21/JAR-2022-003.short
4100  - http://www.journalofadvertisingresearch.com/content/early/2022/01/21/JAR-2022-003.full
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.