Joint advertising and brand congruity: Effects on memory and attitudes

Sang Yeal Lee, Fuyuan Shen

Research output: Contribution to journalArticlepeer-review

27 Scopus citations


This research examined how brand congruity in joint advertising affects individuals' processing of advertising messages. An experiment was conducted whereby ads promoting two congruent or incongruent brands were presented to subjects under low versus high processing load. Results showed that advertising messages for congruent brands were better remembered under both high and low processing loads. However, ads with congruent brands led to positive attitudes only when subjects' processing resources were constrained. These findings suggest congruent brands that appear in joint ads have a clear advantage over incongruent brands. The results have both practical and theoretical implications.

Original languageEnglish (US)
Pages (from-to)484-498
Number of pages15
JournalJournal of Promotion Management
Issue number4
StatePublished - 2009

All Science Journal Classification (ASJC) codes

  • Marketing


Dive into the research topics of 'Joint advertising and brand congruity: Effects on memory and attitudes'. Together they form a unique fingerprint.

Cite this