MKTG 330 Chapter Notes - Chapter 5: Brand Loyalty, Opinion Leadership, Consumer Behaviour
4 Oct 2016
School
Department
Course
Professor
Document Summary
Attitude: an evaluative response positive or negative regarding some idea or object. Brand interest: an individual"s openness or curiosity about a brand. Brand loyalty: the consumer"s conscious or unconscious decision expressed through intention or behavior to repurchase a brand continually. This occurs because the consumer perceives that the brand has the right product features, image, quality, or relationship at the right price. Business markets: organizations that buy natural resources, component products, and services that they resell, use to conduct their business, or use to manufacture another product. Centers of influence: customers, prospective customers, or opinion leaders whose opinions and actions are respected by others. Central route of persuasion: customers, prospective customers, or opinion leaders whose opinions and actions are respected by others. Cognition: the mental processes involved in perception, thinking, recognition, memory, and decision making. Consumer behavior: the activities, actions, and influences of people who purchase and use goods and services to satisfy their personal or household needs and wants.
