During a search for purchase information, what factor will increase the probability that a brand will be considered?
A) brand parity
B) brand equity
C) product viability
D) brand ambiguity

Question

Quizplus · Accepted Answer

Brand equity refers to the value a brand holds in the eyes of the consumers, which includes brand awareness, brand reputation, and brand loyalty. When a brand has a strong brand equity, it increases the likelihood that it will be considered during a purchase decision as consumers tend to perceive it as a trustworthy and reliable option. Therefore, brand equity is a factor that will increase the probability of a brand being considered.

During a Search for Purchase Information, What Factor Will Increase