The _________ Is the Sum Total of All the Attributes

question 99

Short Answer

The _________ is the sum total of all the attributes of a brand, and the emotions it inspires in the minds of consumers.
brand equity
brand valuation
brand touchpoints
brand image
brand personality

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Definitions:

Analysis of Variance

A statistical method used to compare the means of three or more samples to understand if at least one differs significantly from the others.

Covariation Model

Kelley’s theory of causal attribution – people assign the cause of behaviour to the factor that covaries most closely with the behaviour.

Emotional Lability

The propensity for rapid, often unpredictable changes in emotion.

Correspondent Inference

A theory suggesting that people infer the motives and dispositions of others from observable behaviors, especially if the behaviors are unexpected.