CAN A WORD PAINT A THOUSAND PICTURES? BRAND-EVOKED MENTAL IMAGERY IN ADVERTISING

<p>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. </p> <p>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.</p> <p>