Brands can be measured using two approaches. The$\_\_\_\_\_\_\_\_$ approach assesses potential sources of brand equity by identifying and tracking consumer brand knowledge structures. The$\_\_\_\_\_\_\_\_$ approach assesses the actual impact of brand knowledge on consumer response to different aspects of the marketing.

Question content area bottom

Part $1$

A$.$

$$qualitative; quantitative

B$.$

$$quantitative; qualitative

C$.$

qualitative indirect$$ measurement; quantitative direct measurement

D$.$

$$direct; indirect

E$.$

$$indirect; direct