are defined as "a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object" (Bauer et al., 2008, p.
"Theory and Method in the Study of Ad and Brand Attitudes
: Toward a Systemic Model." In Attention, Attitude, and Affect in Response to Advertising, E.
The goals of marketing communication are to stimulate interest in the brand, create positive brand attitudes
, show how a product can satisfy consumers' wants, needs and desires better than competing products, and persuade consumers to behave in desired ways (e.g.
When salient brand attitudes
lead consumers to perceive that domestic brands are inferior to foreign brands, their inherent patriotism can negate that rational evaluation.
Accordingly, when evaluating a product with two brands, consumers should assimilate their attitudes towards the parent brands such that their attitudes towards the co-brand would be an average of the parent brand attitudes
(Levin, Davis, & Levin, 1996).
Effects of BP on brand attitudes
are also reported in Table 4.
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).
These scale items were preceded by the phrase "The pricing of the two bottles of ketchup is...." Perceptions of the fairness of the pricing of the two sizes of ketchup were assessed using a single item anchored by "Unfair" and "Fair." Store and brand attitudes
were measured by computing the average value ([r.sub.Store] = .84, [r.sub.Brand] = .86) Of two scales (Unfavorable/Favorable, Negative/Positive).
Future research can assess the relationship between brand functionality/prestige/personality expression, and popular dependent variables such as brand attitudes
, purchase intentions and behavior.
(in press): 'There are many reasons to drive a BMW - Surely you know one: Ease of argument and generation influences brand attitudes
, Journal of Consumer Research.