REI attempts to have a strong and distinctive brand personality so that consumers' ______________ with the organization will increase.

Question

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REI attempts to create a strong and distinctive brand personality, which helps consumers to identify with the organization. When a brand has a strong and distinctive personality, it becomes easy for consumers to connect with it emotionally, which increases their level of identification with the brand. This identification, in turn, leads to greater loyalty and advocacy for the brand, which is what REI wants to achieve.

REI Attempts to Have a Strong and Distinctive Brand Personality