When it comes to measuring brand equity,which type of research is particularly helpful in identifying the sources of brand equity and its role in consumer decisions?

Question

Quizplus · Accepted Answer

Qualitative research allows for in-depth exploration of consumer perceptions and experiences with a brand, providing valuable insights into the sources of its equity and its impact on consumer decisions. Brand recall and recognition surveys may provide some information on the strength of the brand, but not necessarily its underlying sources or role in decision making. Product development research focuses on creating new products and may not directly address brand equity. Quantitative research can be useful for measuring brand equity, but may not provide the same level of nuanced understanding as qualitative methods.

When It Comes to Measuring Brand Equity,which Type of Research