To build brand equity, communication effects created by advertising must be linked to the brand. Often, such links are difficult to create because of

Question

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Consumer involvement can make it difficult to create links between communication effects and the brand. When consumers are not highly involved with a product or brand, they may not pay close attention to advertising messages or remember them well enough to link them to the brand. This can undermine the efforts to build brand equity through advertising.

To Build Brand Equity, Communication Effects Created by Advertising Must