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What is Brand Attitude

Chapter 11
Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments
Predisposition to respond favorably or unfavorably towards a brand based on the shopper’s beliefs regarding product performance relative to key evaluative criteria.
Published in Chapter:
Conceptualization and Measurement of Smart Shopping
Myriam Quinones (Universidad Autónoma de Madrid, Spain), Mónica Gómez-Suárez (Universidad Autónoma de Madrid, Spain), and Maria Jesús Yagüe (Universidad Autónoma de Madrid, Spain)
Copyright: © 2019 |Pages: 15
DOI: 10.4018/978-1-5225-7856-7.ch011
Abstract
The purpose of this chapter is to critically review current studies on “smart shopping” with the aim of improving the understanding of this phenomenon and suggesting future lines of research. The authors present a pioneering classification of international research on smart shopping published in the last 30 years that provides a comprehensive overview of existing knowledge. They categorize smart shoppers' traits and develop a thorough analysis of existing measurement scales, data collection methods, product categories and countries that have been objects of prior studies. Their findings highlight the need to develop cross-cultural models that consider the affective and behavioral dimensions of smart shoppers from different countries to help academics and practitioners better identify and target this customer segment.
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Chapter 10
Power of Social Media Influencer Credibility on the Influence of Brand Attitude
Brands can be recognised by their personality, competitive position in terms of pricing and product consumption, and other factors. They stand for the advantages that a product or service offers. It can be positive and negative.
Published in Chapter: Power of Social Media Influencer Credibility on the Influence of Brand Attitude; From: Influencer Marketing Applications Within the Metaverse
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Chapter 132
A Conceptual Framework for Determining Brand Attitude and Brand Equity through Text Analytics of Social Media Behavior
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Chapter 8
Gap Between Mobile and Online Advergames: The Possible Effects of the Optimal Gaming Experience-Flow
The positive or negative feelings and opinions of consumers toward a brand.
Published in Chapter: Gap Between Mobile and Online Advergames: The Possible Effects of the Optimal Gaming Experience-Flow; From: Application of Gaming in New Media Marketing
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Chapter 8
Ingredient Branding Strategy to Improve Brand Attitude for Chinese Brands Suffering From Country-of-Origin Effect in Foreign Markets: An Empirical Study on BYD Tang Electric Vehicle Model
The overall evaluation and perception a consumer has of a brand, which can influence their purchasing behavior and loyalty to the brand.
Published in Chapter: Ingredient Branding Strategy to Improve Brand Attitude for Chinese Brands Suffering From Country-of-Origin Effect in Foreign Markets: An Empirical Study on BYD Tang Electric Vehicle Model; From: Origin and Branding in International Market Entry Processes
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Chapter 5
Ethical Exploration of Advertising Impacts: Comparison Between Alcohol-Free and Alcoholic Beer Communication of Users' Perceptions and Attitudes
Evaluations (combinations of affect and belief) that consumers hold towards a given brand. In the case of alcohol-free vs. alcoholic advertisement no differences for brand attitude were found.
Published in Chapter: Ethical Exploration of Advertising Impacts: Comparison Between Alcohol-Free and Alcoholic Beer Communication of Users' Perceptions and Attitudes; From: Economics and Environmental Responsibility in the Global Beverage Industry
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