With respect to the brand building pyramid, at which of the following "building block levels" would we expect the consumer to develop an intense, active loyalty?
A) salience
B) imagery
C) feelings
D) judgments
E) resonance

Question

Quizplus · Accepted Answer

Active loyalty would typically be associated with the resonance building block level. At this level, consumers have a deep and emotional connection with the brand, which goes beyond just recognizing or liking it. They may actively seek out the brand and be willing to go out of their way to purchase it, and may also recommend it to others.

With Respect to the Brand Building Pyramid, at Which of the Following