In ad tracking research, if respondents are asked if they have a "general positive feeling about a brand," the measure obtained is which type of score?
A)Brand image
B)Brand equity
C)Impression
D)Emotional

Question

Quizplus · Accepted Answer

Asking respondents if they have a "general positive feeling about a brand" is aimed at gauging their immediate, instinctive reactions, which is best described as measuring an "Impression" score. This type of question is designed to capture the respondent's initial emotional response or impression towards the brand, rather than a deep-seated perception (Brand image), the brand's overall value (Brand equity), or a specific emotional connection (Emotional).

In Ad Tracking Research, If Respondents Are Asked If They