The option in red is incorrect.
- Keller (1993) defines as the two types of brand associations.
This sentence is grammatically correct, but the information presented is incomplete. The correct information is: "Keller (1993) defines two types of brand associations: brand attributes (functional and emotional) and brand benefits (functional, experiential and symbolic)."
Keller (1993) defines two types of brand associations:
1. Brand attributes: These are the specific features or characteristics of a brand that consumers associate with it. For example, a brand attribute of Nike could be "innovative" or "high-quality."
2. Brand benefits: These are the positive outcomes or benefits that consumers believe they can derive from using a brand. For example, a brand benefit of Coca-Cola could be "refreshing" or "energizing."
These brand associations play a crucial role in shaping consumers' perceptions and preferences towards a brand.