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

Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing Research, 18(3), 318-332.

Investigating the Comparative Effectiveness of Demonstrative and Straight-Sell Comparative Advertisements

The influence of excessive product packaging on green brand attachment: The mediation roles of green brand attitude and green brand image.

Exploring the relationship of green packaging design with consumers' green trust, and green brand attachment

The fast development of realm ties closely to its accurate grasp of the young consumer market, based on which the brand attitude and edgy RandD were built.

realme entered the top 10 smartphones brand list globally

H3a: The level of internal attribution will mediate a relationship between amount of side effect information in the ad and brand attitude only when external attribution is lower.

Caring or Compulsion? The Effects of Consumer Attributions of Risk Information Disclosure in Direct-to-Consumer Prescription Drug Advertising

Brand attitude can be characterized as the outflow of an individual's ideal or unfavourable assessment or feelings toward a brand.

Influence of Customer's Brand Attitude on Purchase Intention of Private Label Fashion Brands

They mentioned that e-satisfaction is closely related to value judgment, brand attitude, trust, and resistance to change.

Conceptualization of e-services quality and e-satisfaction: a review of literature

Brand attitude is defined as a consumer's overall evaluation of a brand whether it is good or bad (Mitchell and Olson 1981; Keller 1993).

An attribution approach to consumer evaluations in logistics customer service failure situations

brand attitude (BA), PQ and purchase intentions (PI)) of a new product will be higher for a high-equity brand relative to a low equity brand, regardless of the innovation type.

Consumer evaluation of continuous and discontinuous innovation: the effects of brand equity and product category knowledge