Which of the following statements about the impact of a company's competitve efforts in a region on its regional market share and number of branded pairs sold is false?

a$.$ a company's pairs sold and market share outcomes in a region are positively impacted when its brand reputation$/$image rating in a region is above the regional average.

b$.$ companies with more influential celebrity lineups in a region enjoy a comptitve advantage insttracting buys to purchase their brand in either retail stores or online as compared to regional rivals with less influential celebrity endorsements $($or no clebrity endoresements$)$