Mar 3503 Lecture Notes - Lecture 6: Brand Equity
Document Summary
Attitude is a person"s overall evaluation of a concept. Overall evaluation is formed when consumers integrate knowledge, meanings, or beliefs about the attitude concept (integration process). Analyzes the personal relevance of the concept and determines whether it is favorable or unfavorable. Whether an attitude will affect interpretation or integration processes depends on its: Accessibility in memory (or probability of activation), influenced by: Strength of the association between a concept and its attitude. Attitudes can be measured by asking consumers to evaluate the concept of interest. Concepts vary in their levels of specificity: Marketers must measure the attitude concept at the level of specificity most relevant to the marketing problem. Exhibit 6. 1 - levels of specificity of an attitude concept. Brand equity involves a strong, positive brand attitude based on favorable meanings and beliefs that are accessible in memory. Marketers can use measures of consumers" attitudes to indicate the success of marketing strategies.
