The moderating role of brand familiarity in reference price perceptions

1992 ◽  
Vol 25 (3) ◽  
pp. 251-262 ◽  
Author(s):  
Abhijit Biswas
Keyword(s):  
Reference Price ◽  
Brand Familiarity ◽  
Price Perceptions ◽  
Moderating Role

scholarly journals Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery

SAGE Open ◽  
2020 ◽  
Vol 10 (4) ◽  
pp. 215824402097748
Author(s):  
Diana Gavilan ◽  
Maria Avello
Keyword(s):  
Information Processing ◽  
Mental Imagery ◽  
Mental Images ◽  
Brand Familiarity ◽  
Visual Mental Imagery ◽  
The Relationship ◽  
Moderating Role ◽  
Practical Implications ◽  
Stimulation Of

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. In addition, if the consumer exhibits favorability toward the brand, the visual mental imagery evoked will be enhanced. Therefore, we provide evidence of the moderating role of brand favorability 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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