Mudambi (2002) suggests that there are three types, or clusters, of B2B customers based upon the way they each perceive the importance of branding in the organizational purchase decision process. This cluster requires messages that emphasize the support of a well-established and highly reputable manufacturer; the emotional and self-expressive benefits should be stressed. This cluster is termed as:____________
A) brand receptive
B) low-interest
C) highly tangible
D) early adopter

Question

Quizplus · Accepted Answer

The "brand receptive" cluster values the reputation and emotional benefits of a brand, aligning with the need for messages emphasizing a reputable manufacturer.

Mudambi (2002) Suggests That There Are Three Types, or Clusters