Mountain Dew Is a Brand Known for Sponsorships of Adventure

question 21

Multiple Choice

Mountain Dew is a brand known for sponsorships of adventure events such as snowboarding and skateboarding competitions. What is the most likely objective of Mountain Dew's sponsorship of these events?

• A) to enhance corporate image
• B) to express commitment to the community or on social issues
• C) to entertain key clients or reward key employees
• D) to create perceptions of key brand image associations
• E) to become part of a personally relevant moment in consumers' lives

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Definitions:

Personality Coefficient

A statistical measure that assesses the strength and direction of the relationship between personality traits and behaviors or outcomes.

Situationism

The theory that environmental factors and contexts play a significant role in influencing an individual's behavior.

Relative Consistency

The degree to which an individual's behavior in a particular situation is consistent across different situations with varying social contexts.

Fundamental Values

The underlying beliefs and principles that guide an individual's behavior and decision-making, often considered essential for a meaningful life.