Laurie owns a Pluto X20 convertible. She has owned several other Pluto cars over the years. She has even convinced several family members and friends to buy Pluto automobiles. Recently, however, she had a bad service experience at a Pluto dealership. Nevertheless, she decides to purchase a Pluto Y20 for her daughter. In the given scenario, Laurie's engagement with Pluto automobiles best illustrates _____.
A) brand loyalty
B) brand inertia
C) brand equity
D) brand extension

Question

Quizplus · Accepted Answer

Laurie's repeated purchases of Pluto automobiles and her ability to influence others to buy them demonstrates brand loyalty. Despite a negative experience at a dealership, she still chooses to buy another Pluto car for her daughter, further demonstrating her loyalty to the brand. Brand inertia would imply that Laurie is merely sticking with Pluto automobiles out of habit or convenience, which does not seem to be the case here. Brand equity refers to the value and reputation associated with a particular brand, which may play a role in Laurie's decision to continue buying Pluto cars but is not the main focus of the scenario. Finally, brand extension refers to the use of an established brand name to promote new products, which also does not apply to the scenario presented.

Laurie Owns a Pluto X20 Convertible