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.

References in periodicals archive ?

41 for models that examined fan identification, as well as product involvement, brand attitudes, and personality traits of drivers.

Points of attachment and sponsorship outcomes in an individual sport

2, 2015 /PRNewswire/ -- The CHILDWISE Monitor is a comprehensive annual report focused on children's and teenagers' media consumption, brand attitudes and key behaviour, now in its 21st year.

The CHILDWISE Monitor Report 2015

Brand attitudes and brand superiority are extremely correlated each other and generate in that while they both communicate with the consumer's aggregate cognitive evaluation of a target brand.

Building brand resonance in a competitive environment: a conceptual model

Kardes (1988) found that brand attitude formed in the case of open-ended ads viewed by highly involved consumers were as favorable as brand attitudes formed with closed-ended ads but were much more accessible than the latter.

Advertising sidedness and conclusiveness across cultures: how Chinese and U.S. College students are influenced by different climate-change ads

Brand attitudes are important because they often form the basis for consumer behavior by leading to intentions and afterwards to actual behavior (Fishbein and Ajzen 1975).

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

Our study aims at providing an integrative framework that encompasses both cognitive and affective determinants of brand attitudes in the field of advertising effectiveness.

Attitude toward brand: an integrative look at mediators and moderators

Washington, Sept 4 (ANI): Researchers at The University of Texas, Austin, have indicated that embedding advertisements in violent video games leads to lower brand recall and negative brand attitudes.

Ads in violent video games results in poor recall, negative brand perception

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.

Researchers Find Link Between Immersion and Virtual Buying Habits

A Bonferoni Post-hoc test showed that brand attitudes in the text-only condition (3.

The effectiveness of cigarette warning label threats on nonsmoking adolescents

Finally, by not only studying advertising and brand attitudes but also incorporating and measuring intent to a ask a doctor and price perceptions, our research tries to provide a more comprehensive approach to the study of consumers' response to DTC advertising.

The effects of involvement and ad type on attitudes toward Direct-to-Consumer advertising of prescription drugs

In addition, work on advertising evaluation, in particular the role of attention and preexisting brand attitudes on information processing/evaluation, is also drawn upon (MacInnis & Jaworski, 1989).

Consumer attitudes towards multi-channel retailers' web sites: the role of involvement, brand attitude, internet knowledge and visit duration

The combined respondent profile reveals an online campaign's true impact, from ad exposure and brand attitudes, to actual purchase behavior.