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. Additionally, if the consumer exhibits favourability towards the brand, the visu...
| Autores: | , |
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| Tipo de recurso: | artículo |
| Fecha de publicación: | 2020 |
| País: | España |
| Institución: | Universidad Complutense de Madrid (UCM) |
| Repositorio: | Docta Complutense |
| Idioma: | inglés |
| OAI Identifier: | oai:docta.ucm.es:20.500.14352/97343 |
| Acceso en línea: | https://hdl.handle.net/20.500.14352/97343 |
| Access Level: | acceso abierto |
| Palabra clave: | M31 Branding Mental imagery Brand familiarity Brand favourability Moderation analysis Information processing Marketing Análisis Multivariante 5311.05 Marketing (Comercialización) 5308.02 Comportamiento del Consumidor |
| Sumario: | 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. |
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