Brand Attitude

Brand Attitude

The consensus attitude of potential consumers toward a product. Brand association refers to what the consumers believe the product does, how well it does it, and how likely they are to find it useful. Knowledge of a product's brand association is developed through market research such as asking focus groups. It is used in preparing advertising campaigns for products.
References in periodicals archive ?
Next, participants were asked to indicate their brand extension evaluation, brand familiarity, brand attitude, and perceived fit of the brand extension as a manipulation check.
Gratification, Brand Awareness, Brand attitude, Brand consumption
Thirdly, brand attitude is another variable which look for in the consumers mental state that what sort of marketing efforts are been done by the brands for themselves and according to that they perceives the brand.
Developing brand-sponsor associations to facilitate brand awareness, brand image, goodwill, sales, and brand attitude (Cornwell, Humphreys, Maguire, Weeks, & Tellegen, 2006; Ruth & Simonin 2006) is dependent upon the congruence of the sponsor and event, the power of image transfer, and the use of signals (Mazodier & Merunka, 2012).
The findings of the study reveal that advertisements in three exposures elicited significantly greater brand and ad-recall, more favourable advertisement and brand attitude as well as purchase intent than the same set of advertisements in a single exposure.
Affective Attitude Change (AAC): According to Wilkie (1986), brand attitude is consumer general evaluation of brand.
Veteran survivor of the road turned drummer, Zach C was at the helm of the 151 van in the beginning and was responsible for putting the "rock" into its "roll" brand attitude along with Pigpen and Neil.
2007) and, consequently, improve the city brand attitude among participants (Merrilees et al.
Consumers will have a preference for a particular brand and will develop loyalty towards it when exists a positive brand attitude and image.
Brand credibility has a positive and significant impact on brand attitude and customer-based brand equity, and customer-based brand equity and brand attitude have positive impacts on purchase intentions.
Research has found that both product beliefs and advertising reactions act as independent mediators of brand attitude (MacKenzie & Lutz, 1982; Mitchell & Olson, 1981).
The study also recorded strong uplifts in key advertising performance indicators such as Brand Attitude (+38%) and Word of Mouth (+18%) when online ad synching technologies were used in tandem with TV advertising.