Consumer Recall and Recognition Of Co-Appearing Brands in TV Media
研究电视节目中品牌共同出现对消费者短期和长期记忆的影响，发现产品一致性和品牌熟悉度是重要调节变量。
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>i.e.</i> 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.