Questions: Firms who want to build a successful brand should seek to have their products attract a positive reaction from consumers. If a consumer does not perceive in using a particular product, he or she will not remain a customer for very long.

The answer is "value."

Explanation: Firms who want to build a successful brand should seek to have their products attract a positive reaction from consumers. If a consumer does not perceive value in using a particular product, he or she will not remain a customer for very long.

1. Value: This is the correct answer because consumers are primarily driven by the perceived value they get from a product. Value can be understood in terms of quality, price, utility, and overall satisfaction. If a product does not offer sufficient value, consumers are likely to switch to alternatives that better meet their needs and expectations.

2. Quality: While quality is an important aspect of value, it is not the only factor. A product can be of high quality but still not provide value if it is overpriced or does not meet the specific needs of the consumer.

3. Price: Price is a component of value, but it alone does not determine whether a consumer will remain loyal to a product. A low-priced product that lacks quality or utility may not be perceived as valuable.

4. Utility: Utility refers to the usefulness of a product, which is another aspect of value. However, utility alone does not encompass the full concept of value, which also includes quality, price, and overall satisfaction.

In summary, the term "value" best captures the comprehensive set of factors that influence a consumer's decision to continue using a product.