CAN A WORD PAINT A THOUSAND PICTURES? BRAND-EVOKED MENTAL IMAGERY IN ADVERTISING
收藏Figshare2020-01-17 更新2026-04-08 收录
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https://figshare.com/articles/dataset/CAN_A_WORD_PAINT_A_THOUSAND_PICTURES_BRAND-EVOKED_MENTAL_IMAGERY_IN_ADVERTISING/5815395/1
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资源简介：
Dataset of Study 1: a three between-groups design to test differences on mental imagery dimensions due to the presence of the brand and brand familiarity. Dataset of Study 2 that provide evidence of the moderating role of brand familiarity and brand favorability by comparing transformational and informational advertising strategies in a three-way interaction model.
提供机构：
Avello, Maria; Gavilan, Diana
创建时间：
2018-01-24
