Since Maytag's appliances have earned a reputation as being reliable and durable, John decided to buy a new Maytag washing machine, and was willing to buy it despite the fact that it was more expensive than other brands. Which dimension of brand equity does this example illustrate?
A) brand assets
B) brand association
C) brand awareness
D) specific warranty
E) perceived quality

Question

Quizplus · Accepted Answer

This example illustrates the dimension of perceived quality, as John is willing to pay more for a Maytag washing machine because of its reputation for reliability and durability.

Since Maytag's Appliances Have Earned a Reputation as Being Reliable