chapter  6
14 Pages

Attitudes Toward the Brand

This chapter includes scales on brand attitudes, which refer to specific contexts of applications. This scale represents a measurement tool that marketing researchers can use to assess consumers' attitudes toward private-label brands. Consumers' attitudes represent a cornerstone of the marketing and consumer research literature. Attitudes are defined as individual internal evaluations of an object such they refer to a state that is internal to the individual, and they are always directed toward an object. They are lasting, as they endure over time, and they typically include affective, behavioral and cognitive components. The importance of consumers' attitudes for marketing researchers is related to the fact that it has been shown that attitudes can guide future behaviour and, in a marketing context, that they can predict behavioral intentions. Because of the centrality of consumer attitudes for understating consumer behaviour, marketing researchers have been traditionally concerned with the measurement of attitudes toward a multitude of objects, including brands of Spears & Singh.