The importance of using a brand to convey the perception of whether a firm will deliver what it promises is more critical in ________.
A)countries without strong trademark protection
B)selling to mass markets than in selling to niche markets
C)countries with strong cultural characteristics of uncertainty avoidance
D)selling industrial products than final consumer products

Question

Quizplus · Accepted Answer

Countries with strong cultural characteristics of uncertainty avoidance tend to have a greater need for brands to convey the perception of reliability and trustworthiness in delivering what they promise. Examples of countries with high uncertainty avoidance include Japan and Germany.

The Importance of Using a Brand to Convey the Perception