Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery
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DOI: 10.1177/2158244020977484
Abstract: 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… read more here.
Keywords: mental imagery; imagery; brand evoked; role ... See more keywords