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 ?
McQuarrie and Glen Mick (2003) revealed that metaphor advertising elicited more favorable attitudes toward advertisements and improved consumers' brand attitudes.
It was found that although gender does not make a difference in either brand recall or forming brand attitudes, yet the consumption of Mountain Dew in males and females is not equal.
We manipulate the brand image of the respective sporting and alcohol brands within these fictitious press release scenarios to project a positive, negative, or neutral brand image, and then test the impacts of the announcement upon brand attitudes of each partner in the sponsorship alliance.
In the described scenario, this article seeks to demonstrate whether a festive, experiential mega-event that arouses emotions (independent variable) is capable of directly improving city brand attitudes among participants who live in that city (dependent variable) and, ultimately, indirectly improving their quality of life (dependent variable).
The second half looks at issues in international marketing strategy, organizational learning, risk, and performance, including the influence of export-pricing strategies on export performance, inter-firm collaboration and organizational performance, the effect of risk on international marketing performance, the impact of marketing capabilities on the performance of foreign subsidiaries, the relationship between strategic change and firm performance and the role of organizational learning and strategic flexibility, key drivers of supplier country image, US consumers' quality perception of Asian brands, and global brand attitudes and purchase intentions and the influence of perceived value and consumer affinity.
Advertising effects has relied on multiattribute models which assume that advertising influences brand attitudes by modifying consumer beliefs about the particular attributes of a product (Mitchell & Olson, 1981).
One of the few studies examining endorsers in entertainment revealed that entertainment experiences can enhance brand attitudes through engagement with celebrity endorsers (Hung, 2014), but this research did not specifically examine the context of endorser ads.
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.
According to a recent study by CPG research firm Concentric Marketing, some of the commonly held beliefs about the brand attitudes, shopping habits and preferences of the 17- to 32-year-old age group are not as true as once thought.
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).
Our study aims at providing an integrative framework that encompasses both cognitive and affective determinants of brand attitudes in the field of advertising effectiveness.
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.