Does co-brand placement work on ad recall? Exploring the impact of co-brand placement in storytelling animated advertising
DOI:
https://doi.org/10.54167/ejbei.v2i1.1812Keywords:
storytelling familiarity, co-branding, ad recall, consumer involvementAbstract
This study explored the effect of storytelling familiarity and co-branding on ad recall. This study used the “Jack Be Nimble” popular character used by Geico advertisements to study the effect of brand and co-brand on ad recall. First, the study explored the impact that consumers’ familiarity with the storytelling character (Jack Be Nimble) had on the ad recall. Subsequently, it studied how consumers’ involvement with the product category (fashion) influenced ad recall of the co-sponsored brand (Banana Republic). The results showed that the ad recall was significantly higher when participants indicated being highly familiar with the storytelling character (Jack Be Nimble) and with the brand (Geico). In the case of the co-brand effect, the results showed no significant relationship between brand familiarity (Banana Republic) and ad recall. However, the results revealed that participants who remembered the co-brand (Banana Republic) said being highly involved with the product category (fashion).
Downloads
References
Aaker, D. A., Stayman, D. M., & Hagerty, M. R. (1986). Warmth in advertising: Measurement, impact, and sequence effects. Journal of Consumer Research, 12(4), 365–381. https://doi.org/10.1086/208524
Ahn, H., & Sung, Y. (2011). A two-dimensional approach to between-partner fit in co-branding evaluations. Journal of Brand Management, 19(5), 414–424. https://doi.org/10.1057/bm.2011.49
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411–454. https://doi.org/10.1086/209080
Baker, W.E., Hutchinson, J.W., Moore, D.L., & Nedungadi, P. (1986). Brand Familiarity and Advertising: Effects on the Evoked Set and Brand Preference. Advances in Consumer Research, 13, 637–642.
Batra, R., & Stayman, D. M. (1990). The role of mood in advertising effectiveness. Journal of Consumer Research, 17(2), 203–214. https://doi.org/10.1086/208550
Belch, G. E., & Belch, M. A. (1984). An Investigation of the Effects of Repetition on Cognitive and Affective Reactions to Humorous and Serious Television Commercials. Advances in Consumer Research, 11(1), 4.
Bhutada, N. S., Rollins, B. L., & Perri III, M. (2017). Impact of animated spokes-characters in print direct-to-consumer prescription drug advertising: An elaboration likelihood model approach. Health Communication, 32(4), 391–400. https://doi.org/10.1080/10410236.2016.1138382
Brennan, I., & Babin, L. A. (2004). Brand placement recognition: The influence of presentation mode and brand familiarity. Journal of Promotion Management, 10(1-2), 185–202. https://doi.org/10.1300/J057v10n01_13
Burke, M. C., & Edell, J. A. (1986). Ad reactions over time: Capturing changes in the real world. Journal of Consumer Research, 13(1), 114–118. https://doi.org/10.1086/209051
Campbell, M. C., & Keller, K. L. (2003). Brand familiarity and advertising repetition effects. Journal of Consumer Research, 30(2), 292–304. https://doi.org/10.1086/376800
Chung, H., & Zhao, X. (2011). The effects of humor on ad processing: Mediating role of brand familiarity. Journal of Promotion Management, 17(1), 76–95. https://doi.org/10.1080/10496491.2011.553788
Dickinson, S., & Heath, T. (2006). A comparison of qualitative and quantitative results concerning evaluations of co-branded offerings. Journal of Brand Management, 13, 393–406. https://doi.org/10.1057/palgrave.bm.2540281
Garretson, J. A., & Burton, S. (2005). The role of spokescharacters as advertisement and package cues in integrated marketing communications. Journal of Marketing, 69(4), 118–132. https://doi.org/10.1509/jmkg.2005.69.4.118
Geico. (2016). GEICO TV Spot, “short stories & tall tales: Jack be nimble.” iSpot.tv | Realtime TV Advertising Performance Measurement. https://www.ispot.tv/ad/A2D1/geico-short-stories-and-tall-tales-jack-be-nimble
Gelb, B. D., & Pickett, C. M. (1983). Attitude-toward-the-ad: Links to humor and to advertising effectiveness. Journal of Advertising, 12(2), 34–42. https://doi.org/10.1080/00913367.1983.10672838
Heiser, R. S., Sierra, J. J., & Torres, I. M. (2008). Creativity via cartoon spokespeople in print ads: Capitalizing on the distinctiveness effect. Journal of Advertising, 37(4), 75–84. https://doi.org/10.2753/joa0091-3367370406
Hitchon, J. C., & Jura, J. O. (1997). Allegorically speaking: Intertextuality of the postmodern culture and its impact on print and television advertising. Communication Studies, 48(2), 142–158. https://doi.org/10.1080/10510979709368497
Huang, W. S., Hsieh, T., & Chen, H. S. (2011). The advertisement effectiveness of animated spokes-characters. African Journal of Business Management, 5(23), 9971–9978. https://academicjournals.org/journal/AJBM/article-abstract/C13586314379
Kapferer, J.‐N. & Laurent, G. (1993). Further evidence on the consumer involvement profile: five antecedents of involvement. Psychology and Marketing, 10(4), 347–55. https://doi.org/10.1002/mar.4220100408
Kelly, B., Hattersley, L., King, L. & Flood, V. (2008). Persuasive food marketing to children: use of cartoons and competitions in Australian commercial television advertisements. Health Promotion International, 23(4), 337–344. https://doi.org/10.1093/heapro/dan023
Kent, R. J., & Allen, C. T. (1994). Competitive interference effects in consumer memory for advertising: the role of brand familiarity. Journal of Marketing, 58(3), 97–105. https://doi.org/10.1177/002224299405800307
Lai, Y. L., Hui, K. L., & Liu, N. (2007). To animate or not to animate? –The effects of animation on recall, product perceptions & attitude. PACIS 2007 Proceedings. 6. https://aisel.aisnet.org/pacis2007/6
Laroche, M., Kim, C., & Zhou, L. (1996). Brand familiarity and confidence as determinants of purchase intention: An empirical test in a multiple brand context. Journal of Business Research, 37, 115–120. https://doi.org/10.1016/0148-2963(96)00056-2
Lee, Y. H., & Mason, C. (1999). Responses to information incongruency in advertising: The role of expectancy, relevancy, and humor. Journal of Consumer Research, 26(2), 156–169. https://doi.org/10.1086/209557
Leiner, M., Handal, G., & Williams, D. (2004). Patient communication: a multidisciplinary approach using animated cartoons. Health Education Research, 19(5), 591–595. https://doi.org/10.1093/her/cyg079
Madden, T. J., & Weinberger, M. G. (1982). The Effects of Humor on Attention in Magazine Advertising. Journal of Advertising, 11(3), 8–14. https://doi.org/10.1080/00913367.1982.10672806
Mizerski, R. (1995). The relationship between cartoon trade character recognition and attitude toward product category in young children. Journal of Marketing, 59(4), 58–70. https://doi.org/10.1177/002224299505900405
Moriarty, S. E. (1996). Effectiveness, objectives, and the EFFIE awards. Journal of Advertising Research, 36(4), 54-64. https://link.gale.com/apps/doc/A18782737/AONE?u=anon~9e211c6&sid=googleScholar&xid=691302ae
Nelson, O., & Deborah, A. (2017). Celebrity endorsement influence on brand credibility: A critical review of previous studies. Online Journal of Communication and Media Technologies, 7(1), 15–32. https://doi.org/10.29333/ojcmt/2577
Romaniuk, J. (2013). Sharing the spotlight: is there room for two brands in one advertisement? Journal of Advertising Research, 53(3), 247–250. https://doi.org/10.2501/JAR-53-3-247-250
Mohr, I. (2013). The impact of social media on the fashion industry. Journal of Applied Business and Economics, 15(2), 17–22. http://www.na-businesspress.com/JABE/MohrI_Web15_2_.pdf
Nasir, F., & Jalbani, A. A. (2009). Animated Advertisements and Children: An Analysis of Consumer Behavior. JISR Management and Social Sciences & Economics, 7(1), 43–54. https://jisrmsse.szabist.edu.pk/index.php/szabist/article/view/322
Neeley, S. M., & Schumann, D. W. (2004). Using animated spokes-characters in advertising to young children: does increasing attention to advertising necessarily lead to product preference? Journal of Advertising, 33(3), 7–23. https://doi.org/10.1080/00913367.2004.10639166
Nguyen, C., Romaniuk, J., Faulkner, M., & Cohen, J. (2017). Are two brands better than one? Investigating the effects of co-branding in advertising on audience memory. Marketing Letters, 29, 34–48. https://doi.org/10.1007/s11002-017-9444-3
Pae, J. H., Samiee, S., & Tai, S. (2002). Global advertising strategy: The moderating role of brand familiarity and execution style. International Marketing Review, 19(2), 176–189. https://doi.org/10.1108/02651330210425024
Park, S.-Y., Hitchon, J. B., & Yun, G. W. (2004). The effects of brand familiarity in alignment advertising. Journalism & Mass Communication Quarterly, 81(4), 750–765. https://doi.org/10.1177/107769900408100403
Pitta, D. A., & Prevel Katsanis, L. (1995). Understanding brand equity for successful brand extension. Journal of Consumer Marketing, 12(4), 51–64. https://doi.org/10.1108/07363769510095306
Rossiter, J. R., & Percy, L. (1991). Emotions and Motivations in Advertising. Advances in Consumer Research, 18(1), 100.
Schmitt, B. (2012). The consumer psychology of brands. Journal of Consumer Psychology, 22(1), 7–17. https://doi.org/10.1016/j.jcps.2011.09.005
Simonin, B. L., & Ruth, J. A. (1998). Is a company known by the company it keeps? Assessing the spillover effects of brand alliances on consumer brand attitudes. Journal of Marketing Research, 35(1), 30–42. https://doi.org/10.2307/3151928
Sprott, D., Czellar, S., & Spangenberg, E. (2009). The importance of a general measure of brand engagement on market behavior: development and validation of a scale. Journal of Marketing Research, 46(1), 92–104. https://doi.org/10.1509/jmkr.46.1.92
Taylor, S. E., Fiske, S. T., Etcoff, N. L., & Ruderman, A. J. (1978). Categorical and contextual bases of person memory and stereotyping. Journal of Personality and Social Psychology, 36(7), 778–793. https://doi.org/10.1037//0022-3514.36.7.778
Teixeira, T. S., Wedel, M., & Pieters, R. (2010). Moment-to-moment optimal branding in TV commercials: Preventing avoidance by pulsing. Marketing Science, 29(5), 783–804. https://doi.org/10.1287/mksc.1100.0567
Tversky, B., Morrison, J. B., & Betrancourt, M. (2002). Animation: can it facilitate? International Journal of Human-Computer Studies, 57(4), 247–262. https://doi.org/10.1006/ijhc.2002.1017
Weinberger, M. G., & Gulas, C. S. (1992). The impact of humor in advertising: A review. Journal of Advertising, 21(4), 35–59. https://doi.org/10.1080/00913367.1992.10673384
Published
Issue
Section
License
Copyright (c) 2025 Alessandra Noli-Peschiera, Sindy Chapa
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
