During a search for purchase information, which factor will increase the probability that a brand will be selected?
A) Brand parity
B) Brand equity
C) Product viability
D) Brand ambiguity

Question

Quizplus · Accepted Answer

Brand equity refers to the value a brand adds to a product or service, which may increase the probability of selecting that brand over others. Higher brand equity may result from strong brand recognition, positive brand reputation, and a loyal customer base. Overall, brand equity positively influences purchase decision-making.

During a Search for Purchase Information, Which Factor Will Increase