Exam 13: Introduction to Marketing

Correct Answer:

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The three degrees of brand loyalty are:

1. Brand Recognition: This is the lowest level of brand loyalty, where consumers are simply aware of a brand and may recognize its logo or name. An example of this would be a consumer who knows of Coca-Cola and can identify its red and white logo, but may not necessarily purchase their products regularly.

2. Brand Preference: At this level, consumers have a preference for a particular brand over others in the same category. They may actively seek out this brand when making a purchase, but are still open to trying other options. An example of this would be a consumer who prefers Nike sneakers over other brands, but may still consider purchasing Adidas or Puma.

3. Brand Insistence: This is the highest level of brand loyalty, where consumers are completely committed to a specific brand and will not consider purchasing from any other brand in the same category. An example of this would be a consumer who will only buy Apple products and refuses to consider any other brand for smartphones, laptops, or other electronic devices.

These three degrees of brand loyalty represent the varying levels of commitment and attachment that consumers have to a particular brand.