Which of the following statements is true of firms with an "exciting" brand personality?
A) They face difficulty re-establishing strong customer relations after a crisis.
B) Their consumers' fundamental perceptions of the brand are deteriorated after a crisis.
C) They need to act more aggressively to support their brands after a crisis.
D) Their consumers are reluctant to accept nonroutine experiences after a crisis.
E) They have an easier time reinvigorating customer relationships after a crisis.

Question

Quizplus · Accepted Answer

Firms with an exciting brand personality have an easier time reinvigorating customer relationships after a crisis because customers are more likely to forgive and forget minor transgressions and give the company a second chance. This is due to the strong emotional connection customers feel towards these brands.

Which of the Following Statements Is True of Firms with an "Exciting