MKT 3320 quiz 2 Flashcards
1
Q
Gauged in terms of repeat purchases and the share of category volume attributed to the brand.
A
Behavioral loyalty
2
Q
strong personal attachment with product.
A
Attitudinal attachment
3
Q
Sense of affiliation with other people associated with the brand.
A
Sense of community
4
Q
The strongest affirmation of brand loyalty occurs when customers are engaged, or willing to invest time, energy, money, or other resources in the brand beyond those expended during purchase or consumption of the brand.
A
Active engagement
5
Q
tells you how well people recognize, notice, or think about your brand when they’re making purchasing decisions
A
Brand salience
6
Q
How product categories are organized in the consumer’s memory
A
Product category structure
