The Value of a Brand to Its Current Owner or to a Firm

question 152

Multiple Choice

The value of a brand to its current owner or to a firm that wants to buy it is called

• A) brand preference.
• B) brand equity.
• C) brand identity.
• D) brand positioning.
• E) brand reference.

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Definitions:

Paul Ekman

A psychologist who is well-known for his work in the psychology of emotion and facial expression.

Survival Value

The degree to which a behavior or trait contributes to an organism's likelihood of survival and reproduction in a given environment.

Behavior Feedback Effect

describes how the expression of a behavior can influence and reinforce the feelings and attitudes associated with that behavior.

Facial Feedback Effect

The hypothesis that facial movements can influence emotional experiences, suggesting that smiling can make you feel happier.