-Figure 10-5 Above Shows the Sequential Process of Building Brand

question 405

Multiple Choice

-Figure 10-5 above shows the sequential process of building brand equity. The second step is to establish a brand's meaning in the minds of consumers. This step consists of two dimensions, B and C, which stand for __________ and __________.

• A)brand performance; brand imagery
• B)brand identity; brand emotion
• C)consumer judgments; consumer feelings
• D)brand awareness; consumer-brand connection
• E)consumer feelings; brand imagery

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Definitions:

LMX Model

Leadership Member Exchange Model; a theory suggesting that leaders develop different relationships with each of their subordinates, ranging from high-quality to low-quality exchanges.

Bounded Rationality Model

An approach suggesting that decision-making is limited by the information available, cognitive limitations of individuals, and the finite amount of time they have to make decisions.

Political Model

A framework in organizational studies that examines the use of power and influence by individuals and groups within an organization.

Radio-Frequency Identification (RFID)

A technology that uses electromagnetic fields to automatically identify and track tags attached to objects, containing electronically-stored information.