Discussion
................... is the positive differential effect that knowing the brand name has on consumer response to the product or service.
Answer: A
This is Brand equity.
Kevin Lane Keller defines customer-based brand equity as the differential effect that brand knowledge has on consumer response to the marketing of that brand. When people respond more favourably to a product because they know its name, the brand has positive equity.
Brand loyalty, perceived quality and brand associations are components or sources of brand equity in Aaker's model, but none is the overall differential effect itself.
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