Discussion
A customer strongly prefers a specific brand once will not accept a substitute is ........................ .
Answer: B
It is brand insistence.
Brand familiarity is described in stages: brand recognition (the consumer knows the brand), brand preference (the consumer chooses it over others when it is available but will accept a substitute), and brand insistence (the consumer wants that brand so strongly that he or she will not accept a substitute and will search for it).
Brand loyalty is the general tendency to buy the same brand repeatedly; refusing every substitute is the extreme stage called insistence.
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