Question

In terms of the hierarchy of effects model, to obtain brand loyalty:

A) all six steps must be present
B) knowledge and preference is essential, the other steps are not
C) liking, preference, and conviction are essential, the other steps are not
D) awareness, knowledge, and conviction are essential, the other steps are not

Answer 1

In terms of the hierarchy of effects model, to obtain brand loyalty, the correct option is D) awareness, knowledge, and conviction are essential, the other steps are not.

Step-by-step explanation:

In terms of the hierarchy of effects model, to obtain brand loyalty, the correct option is D) awareness, knowledge, and conviction are essential, the other steps are not.

The hierarchy of effects model is a marketing communication model that describes the stages a consumer goes through when considering and making a purchase decision. The six steps in the model are:

1. Awareness: The consumer becomes aware of the brand or product.
2. Knowledge: The consumer acquires information about the brand or product, including its features, benefits, and attributes.
3. Liking: The consumer develops a positive attitude toward the brand or product.
4. Preference: The consumer prefers the brand or product over competing options.
5. Conviction: The consumer develops a strong belief in the superiority of the brand or product.
6. Purchase: The consumer makes a purchase of the brand or product.

While all six steps are important in the hierarchy of effects model, option D correctly identifies that awareness, knowledge, and conviction are essential for building brand loyalty. Without awareness, knowledge, and conviction, it is unlikely that a consumer will develop a preference for, and loyalty to, a brand.