When Consumers Think of Harley-Davidson, the Image Is of a Masculine

question 17

Multiple Choice

When consumers think of Harley-Davidson, the image is of a masculine non-conformist. With Vespa motor scooters, they think of a brainy environmentalist. Both Vespa and Harley-Davidson __________.

• A)have developed brand personalities
• B)avoid brand subcultures
• C)are logotypes
• D)use co-branding
• E)use product personification

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Definitions:

Awareness Steps

The stages or measures taken to increase knowledge or consciousness about a particular topic or issue.

Motivational Interviewing

A counseling approach that helps to evoke from individuals their own motivations for making changes, through open-ended questions, affirmations, reflective listening, and summarizing.

Offending Behavior

Actions or conduct that violate social norms or laws, which can result in legal or social sanctions.

Consultation Sessions

Scheduled meetings or interactions with professionals to seek advice, guidance, or information on specific matters.