If You Purchase a Notebook Computer from Dell, You Will

question 17

Multiple Choice

If you purchase a notebook computer from Dell, you will note several brand insignias on the outside, such as Dell, Intel, and Microsoft Windows. What type of branding strategy does this example represent?

• A) co-branding
• B) brand licensing
• C) co-marketing
• D) brand affinity
• E) brand collaboration

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Definitions:

Self-Esteem

A person’s attitude toward him- or herself.

Lowest Self-Esteem

Refers to the lowest level of an individual's appraisal of their own worth or value.

Reference-Group Effect

When people compare themselves to other people they know when completing personality questionnaires.

Personality Test

A questionnaire or other standardized instrument designed to reveal aspects of an individual's character or psychological makeup.