The Importance Of Brand Attitudes

Product features are also called as brand quality or brand attitudes and is defined as consumers’ overall evaluation of the brand. Brand attitudes are important because they often form the basis for actions and behavior that consumers take with the brand. Consumers brand attitudes generally depend on specific considerations concerning the attributes and benefits of the brand (Keller, 2007).

Attributes are those descriptive features that characterize a product or service-what a consumers thinks the product or service is or has and what is involved with its purchase or consumption. Product related attributes are defined as the ingredients necessary for performing the product or service function sought by consumers (Keller, 1993).

Promotion

As cited by Agrawal and Teas (2001), two somewhat independent streams of research have emerged in the marketing literature pertaining to customers ' willingness to purchase. One stream purports that customers purchase products that offer them the greatest perceived value (Zeithaml 1988), whereas the other purports that customers purchase products that pose the least amount of risks (Baur 1960). The first stream of research, which builds on the work of Zeithaml (1988) and which produced the Dodds, Monroe and Grewal (1991) model, suggests that consumers use extrinsic cues (such as price, brand name, and store name) to form perceptions of product quality (or benefits) and perceptions of monetary sacrifice (or costs), which, in turn, lead them to form perceptions of value (Dodds et al., 1991). A second stream of research, which builds on the work of Baur (1960), suggests that consumers use extrinsic cues (such as price, manufacturer reputation, and warranty) to form perceptions of risks, which, in turn, lead them to form perceptions of value (Bearden and Shimp

Brand loyalty measured from a consumer perspective is a key variable in brand equity management (Aaker, 1991). In addition, brand loyalty is a main source of brand equity in Keller’s customer-based brand equity framework (2003). According to Jacoby & Kyner (1973), brand loyalty is the biased behavioral response expressed over time through individual decision-making with respect to one or more alternative brands out of a set of such brands, and is a function of psychological evaluative processes. Similarly, Aaker (1991) views brand loyalty as the attachment that the customer has to a brand. Oliver (1997) defines loyalty as “a deeply held commitment to repurchase or re-patronize a preferred product/service consistently in the future, thereby causing repetitive same-brand or same brand-set purchasing, despite situational influences and marketing efforts having the potential to cause switching