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:

Broaden-And-Build Model

A theory in positive psychology suggesting that positive emotions broaden one's awareness and encourage novel, varied, and exploratory thoughts and actions.

Drive Reduction Theory

A psychological theory that posits that motivation is rooted in the biological need to reduce internal drives, such as hunger or thirst, returning the organism to a state of homeostasis.

Circumplex Model

A model that describes human emotions as existing along two main dimensions: valence (positive to negative) and arousal (high to low).

Valence

In psychology, valence refers to the intrinsic attractiveness(good-ness) or averseness(bad-ness) of an event, object, or situation.