ABSTRACT
Attitude formation is the expected result of every marketing communication to show its effectiveness, and it becomes more favourable when a positive attitude formation is achieved. The persuasion objective of marketing communication is a function of medium features and integration of environmental factors that are best suited to the market. The issues of marketing communication and accomplishment of persuasion towards products among young consumers has long been a popular debate in academic circles and it has been discussed across cultures, family orientations, family social class and other demographic features such as age and sex. The work of C. Chang shows the importance of models in advertising and how younger consumers seek self-concept in modelling activity to determine brand preference, brand affinity and positive attitude formation. The roles of self as a formidable factor in role identity cannot be downplayed in understanding attitude formation of consumers towards brand preference and selection.
