Chris Joiner

• George Mason University

As a result of many years of brand leveraging by marketers many brands now consist of multiple products sharing a single brand name. An outcome of this is that one of the ways that consumers' product information is likely to be organized is as brand categories. Although these groups of related products are alternatively referred to as "umbrella bra...

A television clip of a NASCAR race, complete with commercials, was used to assess the impact of brand sponsorship on consumer attitude and recall. Attitudes towards the brands that appeared as logos on cars were higher for those who watched the video than for those who did not, but only for subjects scoring high in involvement. When equated for tot...