When Consumers Think of Harley-Davidson, the Image of a Masculine

question 71

Multiple Choice

When consumers think of Harley-Davidson, the image of a masculine, non-conformist is the likely associated with that brand name. With the Vespa motorscooters, the image is more likely to be a brainy environmentalist that wears polyester and socks that don't match. Both Vespa and Harley-Davidson:

• A)use brand personification.
• B)are symbolic brands.
• C)have created brand mannerisms.
• D)have brand personalities.

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Definitions:

Low

Characterized by or situated at a small or relatively smaller position in hierarchy or scale.

Directive Leadership Style

A leadership approach where the leader gives specific instructions and closely supervises tasks to manage and direct the work of their team.

Negative Punishments

A behavioral strategy that involves the removal of a favorable stimulus following a behavior to decrease the likelihood of that behavior occurring again.

Specific Orders

Direct, detailed instructions aimed at achieving a particular outcome or task.