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.
Farlex Financial Dictionary. © 2012 Farlex, Inc. All Rights Reserved
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.
The influence of excessive product packaging on green brand attachment: The mediation roles of green brand attitude and green brand image.
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.
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.
Brand attitude can be characterized as the outflow of an individual's ideal or unfavourable assessment or feelings toward a brand.
They mentioned that e-satisfaction is closely related to value judgment, brand attitude, trust, and resistance to change.
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).
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.