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Brand Attitude |
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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. Want to thank TFD for its existence? Tell a friend about us, add a link to this page, add the site to iGoogle, or visit the webmaster's page for free fun content. |
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No references found | com/cgi-bin/prnh/20100930/DC74028LOGO) "Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers," a study published in the November issue of the Journal of Marketing, is co-authored by USC Marshall's C. This study was successful in demonstrating that an individual's perceptions of an activity lead to a mental state that creates positive brand attitudes and subsequent purchase intentions. Attitude as an emotional value (Sweeney and Soutar, 2001) was chosen for this paper because brand attitude is always a communication objective in marketing and if there is no positive attitude towards the brand among the target audience, then there is little purchase likelihood (Percy and Elliott, 2005), which will bring to an end the customer's purchasing process and therefore not creating any customer satisfaction. |
Brand Attitude |
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