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 |
| Published: |
SAGE Publishing
2020-11-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/2158244020977484 |