What a firm's employees believe about a brand's image is more important than what consumers think.

Question

Quizplus · Accepted Answer

While a firm's employees can certainly influence and shape a brand's image, ultimately, it is the consumers' beliefs and perceptions that drive a brand's success or failure. Consumers are the ones who make purchasing decisions and spread word-of-mouth recommendations, so their beliefs about a brand's image ultimately have a greater impact on its overall reputation and success.

What a Firm's Employees Believe About a Brand's Image Is