When producers of beer brands, such as Coors Light, Bud Light, and Miller Lite depict their brands being consumed in festive party settings they are attempting to structure or manage the level of brand.

Affective

Explanation:

Affective level of branding relates to tapping a customer's emotional or affectionate side, and thereby developing his relation with the brand. This aspect takes into account a customer's own perception i.e what he/she feels about the brand.

It conveys that customers get attached with their perceptible brand attributes and how those attributes affect their buying behavior. Such attributes can act as driving forces for a customer in forging brand loyalties.  

In the given case, the beer brands showcase how people are happily enjoying (emotions) while consuming their brands at a party. Here the emotion of enjoyment is being tapped by the producers.

This may arouse an effect in a consumer and he may relate the brands to that emotion of enjoyment, which may drive his buying behavior towards a brand, depending upon how it affected his perception of the attributes, such a brand provides.

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