When an individual is exposed to an advertising message, their ability to associate that message with the correct brand during a subsequent evaluation is what is meant by “brand attribution.” This measurement is carried out by presenting a partially masked message to study participants and assessing their ability to correctly attribute it to the corresponding brand. Analyzing brand attribution is of paramount importance in evaluating advertising effectiveness, allowing for the detection of phenomena such as ad cannibalization. For more in-depth information and concrete examples, please consult…