Can a word paint a thousand pictures? Brand- evoked mental imagery in advertising
Abstract: In this research we have used the logo as stimuli to test the brand-evoked mental imagery effect. According to the Dual Coding Theory, familiar brands facilitate additional pathways -visual and verbal- to retrieve arguments to build mental imagery; therefore, brand stimuli in advertising c...
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| Main Authors: | , |
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| Language: | English |
| Published: |
Pontificia Universidad Católica de Chile. Facultad de Comunicaciones
2021
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| Subjects: | |
| Online Access: | http://www.scielo.cl/scielo.php?script=sci_arttext&pid=S0719-367X2021000200125 |
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