Assessing the Imagination Scale’s Nomological Validity: Effect of Hedonic versus Utilitarian Product Types and Abstract versus Concrete Advertising Execution
This research builds on a study of advertisement-evoked imagination scale developed by Dewi and Ang (2015). The imagination scale contains four types of imagination, that is, benefit-anticipatory imagination, emotional-bonding imagination, symbolic imagination, and mind-wandering imagination.In thi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universitas Gadjah Mada
2020-08-01
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| Series: | Gadjah Mada International Journal of Business |
| Subjects: | |
| Online Access: | https://jurnal.ugm.ac.id/gamaijb/article/view/51111 |