The New Era Cap Company of Buffalo,New York,understands the Importance

question 318

Multiple Choice

The New Era Cap Company of Buffalo,New York,understands the importance of _______________.In the mid-1990s,the company's products became very popular when film director Spike Lee requested a red Yankees cap,instead of the traditional blue cap.It did not take long for Yankees' fans who were also fans of Spike Lee to want to wear a similar cap.

• A)brand equity
• B)viral marketing
• C)brand association
• D)marketing parity

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