Consumer Recall and Recognition Of Co-Appearing Brands in TV Media

IF 2.1 4区 管理学 Q3 BUSINESS
F. Chan
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引用次数: 2

Abstract

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.
电视媒体中共同出现品牌的消费者召回与认可度
品牌整合的激增导致了一种研究尚未检验的品牌共同出现的现象。本研究在联合推广和概念组合研究的基础上,采用信息加工框架来探讨电视节目中共同出现的心理表征(即品牌产品的记忆编码和检索)。以大学生和普通大众为对象进行了四项实验研究,考察了共同出现的品牌产品的短期和长期召回和认知度。产品一致性和品牌熟悉度是影响品牌记忆的两个调节变量。讨论了理论和实践的见解,并提出了未来的研究方向。
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来源期刊
CiteScore
4.20
自引率
12.00%
发文量
25
期刊介绍: The ARF is the preeminent professional organization in the field of advertising, market and media research. Its combined membership represents more than 325 advertisers, advertising agencies, research firms, media companies, educational institutions and international organizations. Founded in 1936 by the Association of National Advertisers and the American Association of Advertising Agencies, the ARF leads key industry learning initiatives that increase the contribution of research to better marketing, more effective advertising and profitable organic growth. The principal mission of The ARF is to improve the practice of advertising, marketing and media research in pursuit of more effective marketing and advertising communications.
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