Which of the following increases the likelihood a brand is discussed in face-to-face, oral communications?
A) brand novelty
B) brand salience
C) brand excitement
D) brand surprise
E) brand edginess

Question

Quizplus · Accepted Answer

Brand salience is the extent to which a brand is top of mind and easily recalled by consumers. When a brand is salient, it increases the likelihood that it will be discussed in face-to-face, oral communications because it is more easily recalled and talked about. However, brand novelty, excitement, surprise, and edginess could also potentially increase the likelihood of discussion, depending on the individual consumer and the context in which the brand is being discussed.

Which of the Following Increases the Likelihood a Brand Is