試題詳解

6. Customer-based brand equity (CBBE) is_________?
(A) the differential effect that brand knowledge has on consumer response to the marketing of that brand.
(B) requires repeatedly exposing consumers to the brand as well as linking the brand in consumer memory to its product category and to purchase, usage and consumption situations.
(C) about attributes and benefits of the brand, or attitudes toward it.
(D) represent the highest level of brand associations, reflect consumers' overall evaluations of a brand and, consequently, often determine their behavior toward it.