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Gavilán Bouzas, Diana Avello Iturriagagoitia, María 2024-01-31T16:58:03Z 2024-01-31T16:58:03Z 2020 Gavilan, D., & Avello, M. (2020). Brand-evoked mental imagery: The role of brands in eliciting mental imagery. Sage Open, 10(4), 2158- 2440 10.1177/2158244020977484 https://hdl.handle.net/20.500.14352/97343 https://doi.org/10.1177/2158244020977484 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 exhibits favourability towards the brand, the visual mental imagery evoked will be enhanced. Therefore, we provide evidence of the moderating role of brand favourability 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. eng http://creativecommons.org/licenses/by-nc-nd/4.0/ open access Attribution-NonCommercial-NoDerivatives 4.0 International Brand-evoked mental imagery: the role of brands in eliciting mental imagery journal article