TY - JOUR T1 - Consumer Recall and Recognition Of Co-Appearing Brands in TV Media JF - Journal of Advertising Research JO - J Advert Res SP - 18 LP - 34 DO - 10.2501/JAR-2022-003 VL - 62 IS - 1 AU - Fanny Fong Yee Chan Y1 - 2022/03/01 UR - http://www.journalofadvertisingresearch.com/content/62/1/18.abstract N2 - 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. ER -