Does an expanded brand user base of co-branded advertising help ad-memorability?

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Introduction

A long-acknowledged influence on the capacity to respond to questions about brands is the past experience of the consumer, specifically direct brand experience (Bird, Channon, & Ehrenberg, 1970; Romaniuk, Bogomolova, & Dall'Olmo Riley, 2012). This influences brand health metrics (Barwise & Ehrenberg, 1985; Driesener & Romaniuk, 2006; Hoek, Dunnett, Wright, & Gendall, 2000; Winchester & Romaniuk, 2008) and advertising memorability assessments (Harrison, 2013;

Romaniuk & Wight, 2009; Vaughan, Beal, & Romaniuk, 2016). The link to advertising memorability (ad-memorability hereafter) suggests that there is a relationship between an individual's past experience with a brand and their propensity to notice marketing...

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