According to McCann-Erickson's concept of emotional bonding, the strongest relationship that develops between a brand and a consumer is based on:
A)the product's benefits.
B)the brand's personality.
C)an emotional attachment to the brand.
D)rational motives.
E)the product's competitive advantage over similar products in the market.

Question

Quizplus · Accepted Answer

McCann-Erickson's concept of emotional bonding suggests that the strongest relationship between a brand and a consumer is based on an emotional attachment to the brand. This goes beyond just the product's benefits or rational motives and focuses on creating a bond between the brand and consumer based on feelings and emotions. The brand's personality plays a key role in this type of bonding. While a product's competitive advantage may be important, it is not the foundation for building an emotional connection with the consumer.

According to McCann-Erickson's Concept of Emotional Bonding, the Strongest Relationship