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Consumers’ short- and long-term memory and recognition of brands that co-appear in television programs is affected differently when the juxtaposed products are either in the same or different categories, and when the brands are either familiar or unfamiliar, new research shows. The findings are intended to help strengthen product placement strategies and decisions around choosing the right co-appearing partners.
Fanny Fong Yee Chan (firstname.lastname@example.org) is an Associate Professor of Marketing at the School of Business, The Hang Seng University of Hong Kong. Her research interests include marketing communications, consumer psychology, sustainable consumption and psycholinguistics.