Laurie has a Honda Accord that she really loves. She and her husband have owned several other Honda automobiles over the years. She's even convinced several family members and friends to buy Hondas. Recently, however, she had a bad service experience at the Honda dealership in the city she just moved to. Nevertheless, she will still purchase a Honda Civic this year for her daughter and another Honda Accord when she needs a new car in a few years. Which of the following does this example illustrate?
A) brand loyalty
B) brand inertia
C) brand longevity
D) brand consistency

Question

Quizplus · Accepted Answer

The example highlights Laurie's brand loyalty towards Honda despite a bad service experience at a dealership. She has owned several Honda cars, recommended them to friends and family, and plans to purchase more Honda vehicles in the future.

Laurie Has a Honda Accord That She Really Loves