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Measures of brand attitude: Are cognitive structure approaches really needed? |
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| Authors: | Larry G. Gresham Alan J. Bush Robert A. Davis |
| Affiliation: | Texas A&M University, USA;Texas A&M University, USA;Texas A&M University, USA |
| Abstract: | Recent research on attitude toward the advertisement provides a theoretical base that questions the usefulness of multiattribute attitude measures. Arguments for global measures of brand attitude in affect-referral choice situations are presented. The two types of measures are tested as predictors of purchase intentions for ten supermarket brands. Global brand attitudes demonstrated greater predictive value for nine of the ten test brands. |
| Keywords: | Address correspondence to: Dr. Larry G. Gresham Marketing Department Texas A&M University College Station TX 77843-4112 USA. |
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