During the Pepsi Challenge campaign,launched while Coke was clearly the market leader by sales,consumers were given blind taste tests of Pepsi and Coke and asked which flavor they preferred.Apparently,people preferred the taste of Pepsi in blind taste tests,but bought Coke when they visited the store.This is an example of Coke's ________.
A) customer-based brand equity
B) mission-driven brand equity
C) functional-based brand equity
D) service-based brand equity
E) attribute-based brand equity

Question

Quizplus · Accepted Answer

The fact that consumers preferred the taste of Pepsi in blind taste tests but still bought Coke shows that Coke had strong customer-based brand equity. This means that consumers were loyal to the Coke brand and had a strong emotional connection to it, despite the fact that they preferred the taste of Pepsi.

During the Pepsi Challenge Campaign,launched While Coke Was Clearly the Market