H3

Question 1

Persuasion approach

Answer 1

increase positive attitudes by linking the brand to important brand attributes

Question 2

Brand salience

Answer 2

Build and refresh memory structures to increase thinking your brand across buying situations. Long term memory acces buying situations

Question 3

Distinctive qualities

Answer 3

these qualities increase the visibility of a brand (nike swoosh)

Question 4

Difference between Salience and TOMA

Answer 4

TOMA is s when brands come to minds within a category. Salience is all kinds of associations with the brand

Question 5

Quantity

Answer 5

the more associations the brand is linked to, the more salient it is. This is important because mental cues that trigger the brand can differ across buying situations

Question 6

Quality

Answer 6

the stronger and more relevant an association is, the more salient the brand. E.g. Lidl is cheap (strong link because all of the ads) and this is relevant to me because I’m on a budget