Since Maytag's Appliances Have Earned a Reputation as Being Reliable

question 28

Multiple Choice

Since Maytag's appliances have earned a reputation as being reliable and durable, John decided to buy a new Maytag washing machine, and was willing to buy it despite the fact that it was more expensive than other brands. Which dimension of brand equity does this example illustrate?

• A) brand assets
• B) brand association
• C) brand awareness
• D) specific warranty
• E) perceived quality

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Definitions:

Market Value

The current price at which an asset or service can be bought or sold in a marketplace.

Resell

The act of selling an item or property that one has previously bought, often to realize a profit or recover an investment.

Prop

An object used on stage or in film to enhance the setting, character portrayal, or storytelling.

Mitigate Loss

The requirement for a party suffering loss to take reasonable action to minimize the amount of loss suffered.