Question

Even though a national brand pain reliever and a store brand pain reliever both contain the same amount of ibuprofen per capsule and are both gel coated, Cho chooses to purchase the national brand because she thinks it will work better based on the brand name alone. Which dimension of brand equity does this example illustrate

Answer 1

Answer: Perceived Quality

Explanation: perceived quality is a belief of customers view on the quality of a product or service both in terms of what they expect and also in comparison with how they perceive the quality of competing products. It is the total quality or superiority of a product or service with respect to its intended purpose, compare to alternatives. Cho chases to purchase the national brand because of her belief that it’s of superior quality than the store brand.