ABSTRACT
Brand attitudes have been and continue to be one of the most extensively studied topics in consumer research. A brand attitude is an evaluative judgment of a brand, and this chapter focuses on brand attitude structure. Like all attitudes, brand attitudes are influenced by cognitive responses (e.g., beliefs, knowledge), affective responses (e.g., feelings, moods, and emotions), and behavior (e.g., cognitive dissonance reduction following behavior, inferences from behavior). In addition to being influenced by cognition, affect, and behavior, brand attitudes also influence cognition, affect, and behavior (Zanna & Rempel, 1988). These reciprocal relationships explain how one attitudinal component can influence the other two, thereby increasing the predictive and explanatory power of brand attitudes.
