ABSTRACT
An attitude is generally defined as a learned predisposition to respond in a consistently favourable or unfavourable manner to some object. In marketing research, much attention has focused on consumers' attitudes toward brands and advertising. This research has demonstrated that consumer attitudes toward an advertisement "rub off" on the brand being promoted, especially under low involvement processing conditions. Structural equation analysis has demonstrated that in addition to the direct relationship between ad attitude and brand attitude, ad attitude is positively related to brand perceptions that in turn predict brand attitude. Ultimately, a brand's promotional activities must create favourable brand associations that increase brand attitudes, strengthen brand equity, and encourage greater customer loyalty. Even more importantly, the multi-attribute model (MAM) offers diagnostic insight into the underlying basis for brand attitudes, thereby yielding implications for attitude change strategies. The MAM thus informs both product design and promotional strategies.
