When it comes to measuring brand equity, which type of research is particularly helpful in identifying the sources of brand equity and its role in consumer decisions?

A) brand recall surveys
B) brand recognition research
C) quantitative research
D) product development research
E) qualitative research

Brand Equity

The value and strength of a brand that arises from consumer awareness, perceptions, associations, and loyalty.

Measuring

The process of determining the size, amount, or degree of something typically by using instruments or established standards.

Qualitative Research

A research methodology that seeks to understand phenomena through the collection and analysis of non-numerical data, such as interviews or observations.