Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery
This research provides evidence of the role played by a brand in the stimulation of mental imagery. We anticipate that a familiar (vs. unfamiliar) brand will evoke higher levels of visual mental imagery in the consumer. In addition, if the consumer exhibits favorability toward the brand, the visual...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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SAGE Publishing
2020-11-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244020977484 |
| _version_ | 1819058896997711872 |
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| author | Diana Gavilan Maria Avello |
| author_facet | Diana Gavilan Maria Avello |
| author_sort | Diana Gavilan |
| collection | DOAJ |
| description | This research provides evidence of the role played by a brand in the stimulation of mental imagery. We anticipate that a familiar (vs. unfamiliar) brand will evoke higher levels of visual mental imagery in the consumer. In addition, if the consumer exhibits favorability toward the brand, the visual mental imagery evoked will be enhanced. Therefore, we provide evidence of the moderating role of brand favorability in the relationship between brand familiarity and visual mental imagery. Our findings suggest that brands are evocative and are able to enhance (or reduce) information processing and, thus, the generation of visual mental images that we name “brand-evoked mental imagery.” The results contribute to the literature on branding and mental imagery and have several practical implications for marketers. |
| first_indexed | 2024-12-21T14:02:30Z |
| format | Article |
| id | doaj.art-a73ea00d09184dba9d55907d5f3e3370 |
| institution | Directory Open Access Journal |
| issn | 2158-2440 |
| language | English |
| last_indexed | 2024-12-21T14:02:30Z |
| publishDate | 2020-11-01 |
| publisher | SAGE Publishing |
| record_format | Article |
| series | SAGE Open |
| spelling | doaj.art-a73ea00d09184dba9d55907d5f3e33702022-12-21T19:01:20ZengSAGE PublishingSAGE Open2158-24402020-11-011010.1177/2158244020977484Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental ImageryDiana Gavilan0Maria Avello1Universidad Complutense de Madrid, SpainUniversidad Complutense de Madrid, SpainThis research provides evidence of the role played by a brand in the stimulation of mental imagery. We anticipate that a familiar (vs. unfamiliar) brand will evoke higher levels of visual mental imagery in the consumer. In addition, if the consumer exhibits favorability toward the brand, the visual mental imagery evoked will be enhanced. Therefore, we provide evidence of the moderating role of brand favorability in the relationship between brand familiarity and visual mental imagery. Our findings suggest that brands are evocative and are able to enhance (or reduce) information processing and, thus, the generation of visual mental images that we name “brand-evoked mental imagery.” The results contribute to the literature on branding and mental imagery and have several practical implications for marketers.https://doi.org/10.1177/2158244020977484 |
| spellingShingle | Diana Gavilan Maria Avello Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery SAGE Open |
| title | Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery |
| title_full | Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery |
| title_fullStr | Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery |
| title_full_unstemmed | Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery |
| title_short | Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery |
| title_sort | brand evoked mental imagery the role of brands in eliciting mental imagery |
| url | https://doi.org/10.1177/2158244020977484 |
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