Any time a consumer thinks of a dependable car battery that might be needed in an emergency situation such as a snow storm, the consumer thinks first of Die Hard batteries. This would be an example of what is called brand ________.
A) scope
B) judgments
C) feelings
D) imagery
E) salience

Question

Quizplus · Accepted Answer

Brand salience refers to the degree to which a particular brand is easily and often called to mind when a consumer is making a purchase decision. In this case, when the consumer thinks of a reliable car battery in an emergency situation, the first brand that comes to mind is Die Hard, indicating high brand salience.

Any Time a Consumer Thinks of a Dependable Car Battery