Consumer recall and recognition of co-appearing brands in TV media: The moderating roles of product congruity and brand familiarity

The proliferation of brand integrations has led to a phenomenon of brand co-appearance that research has not examined.

Management Slant

  • Marketers should search for congruent product categories and brands that are equally or more familiar for partnerships in product placement.
  • If the promotional objective is to enhance brand memory in the short term, marketers...
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