Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 63

Given the unusual circumstances of American Eagle's launch of its American Beagle line, do you feel that this April Fool's prank was genuinely a prank-turned reality or do you think that it was actually a planned launch and American Eagle was testing the waters in a way that created consumer engagement and buzz in the marketplace Or perhaps you have another opinion Explain your answer.