The New Era Cap Company Understands the Importance of ________

The New Era Cap Company understands the importance of ________. In the mid-1990s, the company's products became very popular when film director Spike Lee requested a red Yankees cap, instead of the traditional blue cap. It did not take long for Yankees' fans who were also fans of Spike Lee to want to wear a similar cap.

A) brand equity
B) viral marketing
C) brand association
D) marketing parity