TY  - JOUR
AU  - Gavilán Bouzas, Diana
AU  - Avello Iturriagagoitia, María
PY  - 2020
DO  - 10.1177/2158244020977484
SN  - 2158- 2440
UR  - https://hdl.handle.net/20.500.14352/97343
T2  - Sage Open
AB  - 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. Additionally, if the consumer...
LA  - eng
PB  - Sage Journals
KW  - Branding
KW  - Mental imagery
KW  - Brand familiarity
KW  - Brand favourability
KW  - Moderation analysis
KW  - Information processing
TI  - Brand-evoked mental imagery: the role of brands in eliciting mental imagery
TY  - journal article
VL  - 10
ER  -