Brand knowledge is a necessary, but insufficient, step. To become loyal to a brand, customers must
A) gain awareness.
B) gain objective knowledge.
C) develop an emotional connection.
D) try the product.
E) evaluate it against competitors' brands.

Question

Quizplus · Accepted Answer

While gaining awareness and objective knowledge are important steps in forming an opinion about a brand, a customer must also develop an emotional connection to the brand in order to become loyal. Emotions can drive a customer to consistently choose one brand over another, even when objectively comparing products. Trying the product and evaluating it against competitors' brands can also be important, but they are not necessary steps in forming an emotional connection with the brand.

Brand Knowledge Is a Necessary, but Insufficient, Step