Brand Attitude Formation Research Articles

Do Quality-Focused Retailer Brand Types Contribute to Building Store Loyalty in Korea?

Purpose - The research aim is to shed empirical light on whether quality-focused retailer brands such as Premium brand of Tesco Korea, Prime of Lotte Mart, and Best of E-Mart in the grocery market, make a contribution to developing store loyalty in the Korean market particularly. Research design, data, methodology - After developing sixconstructs, such as higher quality, stock availability, price levels, national brands, retailer brand attitudes, and store loyalty, the authors adopted exploratory factor analysis, confirmatory factor analysis, chi-square test and structural equation modelling as a research technique. Results - It was found that higher quality strongly influences the retailer brand attitude formation, and that retailer brand customers were sensitive to price levels. Buyers are, nevertheless, relatively less aware of price levels, when purchasing quality-oriented retailer brand types. Conclusions - The research implied that quality-oriented retailer brand types make a significant contribution to retailer brands attitude formation, and further, building store loyalty.

Brand Success Redefined: An Analysis of the Interrelationships Among Various Brand Dimensions

Brands have become a vital part of the marketing strategy of any organization, the future of firms’ lies in branding. Successful brands are like a motivating force containing enough energy to enlighten distant territories holding colossal appeal for consumers. This is a powerful force behind branding. This huge accretion of consumer pulling control works beyond brands conventional borders. Nowadays, the entire progress of branding strategy is altering. Presently, the brand development management is shifting from line branding to enterprise branding. This means that the management requires more thrust within the organization compared to how it has worked earlier. Aaker and Keller (1990) studied the consumer evaluations on brand attitude formation. Several replication studies have been conducted, since which led to the opening of new branding horizons. This study is an endeavor to investigate into the various dimensions leading to a perfect brand success model. Brand awareness, brand attitude, level of quality and satisfaction levels were the variables measured, to name a few. The results showed a strong relationship between awareness and attitude, awareness, brand attitude and usage, quality of the brands and satisfaction from brands. The different interaction effects among the brand attributes will be analyzed in-depth to identify the important variables and build an empirical model leading to ultimate brand success.

The Directional Influence Of Music Backgrounds In Television Advertising

<span>Advertisers frequently incorporate music backgrounds in television commercials as a means of improving ad effectiveness. This paper examines the relationship of alternative music backgrounds on brand attitude formation. Brand attitudes were more favorable when emotive cues deviated from neutral presentations in circumstances of high involvement and when emotive cues were positive in situations of low involvement. Implications for advertising practice as well as suggestions for future research are discussed.</span>

Brand Success Redefined: An Analysis of the Interrelationships Among Various Brand Dimensions

Brands have become a vital part of the marketing strategy of any organization, the future of firms’ lies in branding. Successful brands are like a motivating force containing enough energy to enlighten distant territories holding colossal appeal for consumers. This is a powerful force behind branding. This huge accretion of consumer pulling control works beyond brands conventional borders. Nowadays the entire progress of branding strategy is altering. Presently the brand development management is shifting from line branding to enterprise branding. This means that the management requires more thrust within the organization compared to how it has worked earlier. Aaker and Keller (1990) studied the consumer evaluations on brand attitude formation. Several replication studies have been conducted since which led to the opening of new branding horizons. This study is an endeavour to investigate into the various dimensions leading to a perfect brand success model. Brand awareness, Brand attitude, level of quality, satisfaction levels were the variables measured, to name a few. The results showed a strong relationship between awareness and attitude, awareness, brand attitude and usage, quality of the brands and satisfaction from brands. The different interaction effects among the brand attributes will be analyzed in-depth to identify the important variables and to build an empirical model leading to ultimate brand success.

다중원산지와 가격정보가 청바지 상표태도와 제품평가에 미치는 영향

As imported fashion products are increasing in the marketplace, country of origin information becomes a powerful product cue that can be used to gain competitive advantages of fashion brands. This study assessed the impact of multiple country of o.igin information(origin of brand and origin of production) on attitude toward the brand and product evaluation. Especially, the influence product price level was also examined. Jean was used as product stimuli and students were respondents for the empirical study. Results of this study affirmed the importance of country of brand origin and price information in brand attitude formation and product evaluation. Country of brand origin information and interaction effects of brand origin-price were significant for brand attitude formation. Country of brand origin and price information had significant influence on evaluation of Jean products.

Comparative Effects of Organization–Public Relationships and Product‐related Attributes on Brand Attitude

This study empirically investigates how the dimensions of organization–public relationships, i.e. trust, control mutuality, commitment, and satisfaction, are related to brand attitude formation. In order to establish a benchmark for analysis, it also compares the effects of organization–public relationships on brand attitude to those of product‐related attribute beliefs. The results of a survey conducted using a branded laptop computer product showed that, while both organization–public relationships and product‐related attributes were significantly related to attitude towards the brand, among the dimensions of organization–public relationships only ‘satisfaction’ was a significant predictor of brand attitude. In addition, the explanatory power of organization–public relationships was found to be weaker than that of product‐related attribute beliefs in predicting brand attitudes.

The brand attitude formation process of emotional and informational ads

This study examines brand attitude formation process by ad execution format (emotional vs. informational). For ads with an emotional ad format, heightening positive feelings and reducing negative feelings enhanced thoughts about credibility of the ad, which in turn affected ad attitudes and brand attitudes. For ads with an informational ad format, enhancing evaluative thoughts about the credibility of the ad enhanced positive feelings and reduced negative feelings. These variables in turn affected brand attitudes, both directly, and through the mediational influence of ad. These results have relevant theoretical implications for studying the various processes by which brand attitudes are formed and have managerially relevant implications regarding advertising copy-testing.

Influence of Viewing Context on the Determinants of Attitude Toward the Ad and the Brand

Researchers have investigated a number of different antecedents and consequents of attitude toward the ad (Aad), including ad cognition (Cad), brand cognition (Cb), and attitude toward the brand (Ab). The Dual Mediation model (MacKenzie, Lutz, and Belch, 1986), which specifies hypothesized interrelationships among these constructs, has been well supported in previous Aad research. The authors extend this model to include ad affective responses (Aff), a construct that has received considerable attention in the literature (MacKenzie and Lutz, 1989), and three additional model paths (Aff→Cad, Aff→Aad, and Cad→Cb). The strength of the various causal links in the extended version of the Dual Mediation model (DMM) are examined across three common types of broadcast media viewing situations: (1) pretest; (2) normal/routine; and (3) buying/decision making. Results indicate a variation in path strength depending upon viewing context, providing theoretical support for predictions regarding the nature of processing inherent in ad and brand attitude formation.

A Framework for Examining the Brand Attitude Formation Process

A Framework for Examining the Brand Attitude Formation Process

The effects of fine-print disclosure type and involvement on brand attitude formation

This study explores the information processing tendencies of individuals exposed to advertisements containing fine-print disclosure footnotes. Results indicate that individuals have a lower recall of disclosure footnotes than to the message points contained in the body of the advertisement, though involvement with the advertisement tends to improve recall of disclosure points. In addition, the study tests a model of attitude formation, finding that the type of disclosure (restrictive versus informative) and advertisement involvement interact to affect the means by which brand attitudes are formed. Theoretical and practical implications for the findings are discussed.

Contrasting the impact of framing pain versus pleasure for high and low involvement consumers

In this paper we contrast the impact of positive and negative frames on brand attitude formation for an enjoyable product category. We are particularly interested in the role of involvement in this process. We find that (1) positive frames have a greater impact than negative frames on brand attitude formation and (2) enduringly involved consumers are more influenced by positive frames, while less-involved consumers are influenced by negative frames.

Message Framing and the Interrelationships among Ad-Based Feelings, Affect, and Cognition

Abstract This study presents a structural equation test of the interrelationships among ad-induced emotional and cognitive responses, attitude toward the ad (Aad), brand attitudes (Ab), and purchase intentions (PI). Consistent with past research, feelings affect Ab directly and indirectly via Aad Differences between positively and negatively framed print appeals are also examined. Findings indicate that feelings' effects on Ab offer a significant contribution regardless of the ad execution, but brand-related thoughts are more important in brand attitude formation when the message is negatively framed.

An Examination of Factors Mediating and Moderating Advertising's Effect on Brand Attitude Formation

Abstract This study investigates the mediating role played by beliefs, cognitive responses, and attitude-toward-the-ad in the brand attitude formation process. A model is proposed and tested which examines the interrelationship of these factors under both “high” and “low” message involvement conditions. Findings generally support the hypothesized model. In high-involvement conditions, brand attitudes are a function of brand beliefs (which are influenced by valenced message-related thoughts) and attitude-toward-the-ad (influenced by message- and ad-related responses). In low-involvement conditions, brand attitudes are primarily influenced by attitude-toward-the-ad (which is the result of ad-related and “other” thoughts).

The Moderating Effects of Ad Message Involvement: A Reassessment

Recent conceptual and empirical work by MacKenzie and Lutz has provided an organizing framework for understanding the brand attitude formation process under varying involvement conditions. The present study extends this research effort by more closely examining the moderating effects of ad message involvement (AMI) in the context of the dual mode persuasion (DMP) and contextual evaluation transfer (CET) models. Utilizing a non-manipulated treatment of involvement and an alternative measure of brand perceptions, structural relationships among key constructs in both models were well-supported, even relationships hypothesized but not previously supported by MacKenzie and Lutz.

Information Processing from Advertisements: Toward an Integrative Framework

The authors provide a framework and a set of research propositions that capture and extend current theory on information processing from advertisements. The integrative attitude formation model includes antecedent levels of ability, motivation, and opportunity (AMO), processing of brand information, cognitive and emotional responses, brand attitude formation processes, and brand attitude. Key features of the framework are (1) a more complete, integrative discussion of needs and motivation, (2) a more precise specification of processing mechanisms than currently is proposed in two-routes-to-persuasion models, (3) inclusion of a new typology of emotional and cognitive responses explicitly linked to the levels of brand processing, and (4) a discussion of how alternative attitude formation models correspond to each level of brand processing. To assess the relative advantage of the framework, the authors compare the model with previous integrative models and discuss its implications for related research streams.

Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation

Past research has examined the effect of level of involvement (high vs. low) on subjects’ reactions to persuasive communications. The authors suggest that high involvement can be differentiated int...

Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation

Past research has examined the effect of level of involvement (high vs. low) on subjects’ reactions to persuasive communications. The authors suggest that high involvement can be differentiated into two types (cognitive vs. affective). By manipulating involvement level and type (low involvement, cognitive involvement, affective involvement), they show that the three different forms of involvement have different effects on how brand attitudes are formed. They also examine how music, as a peripheral persuasion cue, affects the process of brand attitude formation. The results indicate that the effect of music on brand attitude depends on the type and level of involvement. Music had a facilitative effect on brand attitude for subjects in the low involvement condition and a distracting effect for those in the cognitive involvement condition; its effect for those in the affective involvement condition was not clear. Alternative explanations of these results are offered and implications for advertising research are discussed.

Does Attitude toward the Ad Affect Brand Attitude under a Brand Evaluation Set?

The results of an experiment examining the use of attitude toward the ad and brand-related beliefs in brand attitude formation under two different processing “sets”—brand evaluation and nonbrand evaluation—are reported. Findings suggest that attitude toward the advertisement affects attitude toward the advertised brand as much under a brand evaluation set as under a nonbrand evaluation set.