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...

Descripción completa

Detalles Bibliográficos
Autores: Gavilán Bouzas, Diana, Avello Iturriagagoitia, María
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
id ES_13bcdbeb9e3f4a6c33ea933ce12bd52f
oai_identifier_str oai:docta.ucm.es:20.500.14352/97343
network_acronym_str ES
network_name_str España
repository_id_str
spelling Brand-evoked mental imagery: the role of brands in eliciting mental imageryGavilán Bouzas, DianaAvello Iturriagagoitia, MaríaM31BrandingMental imageryBrand familiarityBrand favourabilityModeration analysisInformation processingMarketingAnálisis Multivariante5311.05 Marketing (Comercialización)5308.02 Comportamiento del ConsumidorThis 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.Sage JournalsUniversidad Complutense de Madrid20202020-01-0120202020-01-01journal articlehttp://purl.org/coar/resource_type/c_6501AMhttp://purl.org/coar/version/c_ab4af688f83e57aainfo:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/20.500.14352/97343reponame:Docta Complutenseinstname:Universidad Complutense de Madrid (UCM)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:docta.ucm.es:20.500.14352/973432026-06-02T12:44:21Z
dc.title.none.fl_str_mv Brand-evoked mental imagery: the role of brands in eliciting mental imagery
title Brand-evoked mental imagery: the role of brands in eliciting mental imagery
spellingShingle Brand-evoked mental imagery: the role of brands in eliciting mental imagery
Gavilán Bouzas, Diana
M31
Branding
Mental imagery
Brand familiarity
Brand favourability
Moderation analysis
Information processing
Marketing
Análisis Multivariante
5311.05 Marketing (Comercialización)
5308.02 Comportamiento del Consumidor
title_short Brand-evoked mental imagery: the role of brands in eliciting mental imagery
title_full Brand-evoked mental imagery: the role of brands in eliciting mental imagery
title_fullStr Brand-evoked mental imagery: the role of brands in eliciting mental imagery
title_full_unstemmed Brand-evoked mental imagery: the role of brands in eliciting mental imagery
title_sort Brand-evoked mental imagery: the role of brands in eliciting mental imagery
dc.creator.none.fl_str_mv Gavilán Bouzas, Diana
Avello Iturriagagoitia, María
author Gavilán Bouzas, Diana
author_facet Gavilán Bouzas, Diana
Avello Iturriagagoitia, María
author_role author
author2 Avello Iturriagagoitia, María
author2_role author
dc.contributor.none.fl_str_mv Universidad Complutense de Madrid
dc.subject.none.fl_str_mv M31
Branding
Mental imagery
Brand familiarity
Brand favourability
Moderation analysis
Information processing
Marketing
Análisis Multivariante
5311.05 Marketing (Comercialización)
5308.02 Comportamiento del Consumidor
topic M31
Branding
Mental imagery
Brand familiarity
Brand favourability
Moderation analysis
Information processing
Marketing
Análisis Multivariante
5311.05 Marketing (Comercialización)
5308.02 Comportamiento del Consumidor
description 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.
publishDate 2020
dc.date.none.fl_str_mv 2020
2020-01-01
2020
2020-01-01
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
AM
http://purl.org/coar/version/c_ab4af688f83e57aa
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/20.500.14352/97343
url https://hdl.handle.net/20.500.14352/97343
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Sage Journals
publisher.none.fl_str_mv Sage Journals
dc.source.none.fl_str_mv reponame:Docta Complutense
instname:Universidad Complutense de Madrid (UCM)
instname_str Universidad Complutense de Madrid (UCM)
reponame_str Docta Complutense
collection Docta Complutense
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869403695883485184
score 15,301603

Similares en LA Referencia