CAN A WORD PAINT A THOUSAND PICTURES? BRAND-EVOKED MENTAL IMAGERY IN ADVERTISING
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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.
创建时间：
2018-01-24
