Towards the middle of the purchasing funnel, measures of brand equity play a role in determining brand purchase, as they involve a customer's
A) willingness to pay.
B) knowledge of competitors' offerings.
C) exposure to advertising.
D) brand perceptions.
E) product trial.

Question

Quizplus · Accepted Answer

Measures of brand equity, such as brand perceptions, play a role in the middle of the purchasing funnel because customers are starting to evaluate different brands and may have narrowed down their options to a few choices. Brand perceptions, or the overall image and reputation of a brand, can influence whether a customer chooses to purchase a particular brand over a competitor.

Towards the Middle of the Purchasing Funnel, Measures of Brand