Home Depot is personified as a down-home, honest, thrifty, helpful, working-class man. This is an example of a(n)
a. personality schema.
b. product category schema.
c. cognitive schema.
d. affective personal schema.
e. brand personality.
Question 2Halo effect is an overall favorable impression or unfavorable impression based on early stages of the service encounter.
Indicate whether the statement is true or false
Question 3Capitol Brewing Inc's management is very concerned with declining sales of their major product, a dark ale, and has
asked for help understanding the reasons. The most appropriate way to begin is with:
a. Causal research
b. Descriptive research
c. Exploratory research
d. Exploratory and causal research
e. Descriptive and causal research
Question 4The brand personality framework includes all of the following personality types except
a. sincerity.
b. excitement.
c. competence.
d. sophistication.
e. authentic.
Question 5When setting objectives, objectives should be SMART - specific, measurable, achievable, relevant, and time bound.
Indicate whether the statement is true or false
Question 6Which of the following is one of the quickest and least costly ways to conduct exploratory research?
a. Focus group.
b. Data mining.
c. Benchmarking
d. Literature search
e. Case analysis
Question 7If our ____ of Coke is favorable, it may include such associations as tastes great and picks me up.
a. subschema
b. product category schema
c. cognition
d. brand image
e. subcognition
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