Determined by consumers mostly a by quantitative

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determined by consumers mostly: A. by quantitative analysis of brand personalities. B. in relationship to the value of competitors' offerings. C. by weighing primary versus secondary benefits. D. through investment in product tracking systems. E. through brand association and brand licensing. The perceived value of a good or service is the relationship between its benefits and its costs. In a
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competitive market, these benefits and costs will be easiest to evaluate in comparison to competitive offerings. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-05 Explain the various components of brand equity. Topic: Branding 55. (p. 214) Nora is deciding whether to purchase Sport-Ease sneakers or a store brand. She has purchased other Sport-Ease shoes in the past but was only marginally satisfied. In this situation, Nora is likely to purchase the store brand sneakers because they offer: Since Nora's past experience with name brands has been marginal, she might prefer to buy the store brand, which is probably less expensive and might therefore provide better value. AACSB: Analytic Blooms: Apply Difficulty: 2 Medium Learning Objective: 10-05 Explain the various components of brand equity. Topic: Branding 56. (p. 215) A series of Apple Computer Company ads aired between 2006 and 2010 featured a young, casually-dressed, friendly person as an Apple computer type, while the Microsoft computer person was portrayed as stiff, geeky, and awkward. Apple was trying to create comparative: A. product line depth. B. brand persuasion orientation. C. brand association orientation. D. brand extension orientation. E. brand personalities.
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Apple was trying to establish brand personalities for each, by associating human characteristics with the brands. AACSB: Analytic Blooms: Apply Difficulty: 3 Hard Learning Objective: 10-05 Explain the various components of brand equity. Topic: Branding 57. (p. 215) Matt was passionate about Abercrombie & Fitch. It was the only place he'd buy his clothes. If anyone asked him about clothes, he would talk for what seemed like hours about why he only shopped there. From a strictly marketing perspective, this word of mouth is part of: Matt's word of mouth behavior is an outcome of his brand loyalty. AACSB: Analytic Blooms: Understand Difficulty: 2 Medium Learning Objective: 10-05 Explain the various components of brand equity. Topic: Branding 58. (p. 215) Jenna always buys Stacy's brand pita bread chips. She does not even consider alternatives. Jenna is a __________ customer. A. price sensitiv e B. brand persuasion oriented C. brand association oriented D. brand extension oriented E. brand loyal Since Jenna does not consider other brands, she is brand loyal.
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AACSB: Analytic Blooms: Remember Difficulty: 1 Easy Learning Objective: 10-05 Explain the various components of brand equity.
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