Branding 3

3. customer-based brand equity is customers reacting more favorably to presence of brand.
8. Brand _ _ _ _ _ _ _ _ _ _ _ Influences consumer at point of sale.
9. lack of purchase _ _ _ _ _ _ _ _ is when customers don’t care about the product or service.
11. customer-based brand equity is ccustomers reacting negatively to presence of brand
13. measure of the perceived worth of a brand or product in the eyes of consumers

1. based brand equity is approach from brand equity from the perspective of the customer
2. effect that in brand equity arises from differences in customer response
4. purchase _ _ _ _ _ _ _ _ _ _ _ opportunity is when customers don’t have thetime or face some other constraint such that they cannot make a more deliberate or thoughtful brand choice
5. name, term, sign,symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.
6. involvement results when consumers lack either purchase motivation, purchase ability or purchase opportunity
7. Brand _ _ _ _ _ _Influences consumer decisions made away from the point of purchase.
10. The highest level of the brand hierarchy.
12. lack of purchase _ _ _ _ _ _ _is when customers don’t know anything else about the brands in a category