Burton, Makers of Snowboards, Introduced a New Surfboard Called "The

Burton, makers of snowboards, introduced a new surfboard called "The Dominator". In creating the marketing program to support this new product, Burton could leverage secondary brand knowledge. If Burton secured the endorsement of a top professional surfer, they would be linking to which particular type of source?

A) spokespeople
B) channels of distribution
C) sporting or cultural events
D) characters
E) geographical regions

Correct Answer:

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