During a search for purchase information, which factor increases the probability that a brand will be selected?
A)Brand parity
B)Brand equity
C)Product viability
D)Brand ambiguity

Question

Quizplus · Accepted Answer

Brand equity refers to the value that a brand possesses in the minds of its customers. If a brand has a strong brand equity, it is more likely to be selected during a purchase decision as customers have a positive perception of the brand, trust it and are willing to pay more for the brand.

During a Search for Purchase Information, Which Factor Increases the Probability