Discuss the concept of escalating levels of commitment to a brand. How do consumers progress in loyalty to a brand?
What will be an ideal response?
At the lowest level, consumers really have no loyalty to a brand and will switch brands for any reason. Moving up, though, consumers look at brand performance and imagery, focusing on what it does for them. The next level is more emotional, with consumers forming beliefs about the brand and having emotional reactions to it. The highest level of brand loyalty occurs when consumers bond with the brand and feel they have a real relationship with it. This relationship may be based on one of many different kinds of attachment, such as self-concept, nostalgia, interdependence, or even love.
You might also like to view...
What are the two dimensions of product quality?
What will be an ideal response?
In the event of a flood, I have no insurance coverage
What will be an ideal response?
Which of the following established the Federal Trade Commission, giving it the authority to enforce laws aimed at prohibiting unfair methods of competition?
A. the Wheeler-Lea Act B. the Clayton Antitrust Act C. the Sherman Antitrust Act D. the Robinson-Patman Act E. the Federal Trade Commission Act
What is a collection of large, complex data sets, including structured and unstructured data, that cannot be analyzed using traditional database methods and tools?
A. Big data B. Data scientist C. Distributed computing D. Advanced analytics