Enduring involvement is
a. a high level of ongoing response over time.
b. affective responses to specific brands.
c. the long-term perceptual response to involvement.
d. the long-term cognitive effects of involvement in a product category.
e. a perceptual framework that is particularly resistant to change.
Question 2
Which is not a step for building a strong brand?
a. Develop deep brand awareness or a brand identity.
b. Establish the meaning of the brand through unique brand associations.
c. Elicit a positive brand response from customers through marketing programs.
d. Build brand relationships with customers, characterized by intense loyalty.
e. All of the above are steps.
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