Question 14 (3 points) Which of the following is FALSE? Information technology and communication has changed marketplace. An individual consumer follows all of the five steps in his/her each and every purchase decision. A brand image contains tangible elements and intangible elements. Consumers choose brands they like the best or the ones with which they have emotional connections. O Cooperative cobranding is the joint venture of two or more brands into a new product or service, such as VISA card offered by JP Morgan Chase with American Airlines.