Brand ________ Refers to the Extent to Which a Brand

question 95

Multiple Choice

Brand ________ refers to the extent to which a brand name comes to mind when the consumer considers a particular product category.

• A) awareness
• B) loyalty
• C) value
• D) equity

---

Definitions:

Conniving

Acting in a scheming or deceitful way, often with the intention to achieve an end through trickery or manipulation.

Associating

The process of connecting thoughts, feelings, or ideas together in the mind or in relationships with others.

Self-Handicapping

A strategy where individuals create obstacles and excuses for themselves so that if they do poorly on a task, they can avoid blaming themselves.

Self-Reference Effect

This refers to the tendency for individuals to better remember information that is personally relevant to them, making it more likely to be recalled than non-self-relevant information.