Is There Room for Two Brands in One Advertisement?

The article examines co-branding in advertising. Advertising research on television and Internet advertising indicating that co-branding reduces the brand linkage, the ability of consumers to identify a brand in an advertisement, is noted. Advertising avoidance by consumers is considered. The use of pulsing images in television advertising to increase linkage is considered. Types of co-branding in advertising are discussed including parent brands of brand name products, partners of advertisers and competitors of advertisers in comparative advertising.

Journal of Advertising Research
Romaniuk, Jenni
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