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Attitude Differentiates The Brand Selection (From the view of Generation Y people)


  • Alvi, Mohsin


Abstract: Attitude makes perception about anything, yes it cannot be neglected that in order to make some attitude towards specific brand; previous performance, good word of mouth or suggestion from other, attractive advertising and highly spend on promotional tools are play a vital role. Positive attitude and negative attitude influence a consumer in brand selection but a problem arises, some people also have a positive attitude but they do not buy brand. It was observed that some of people compromise with their family brand. A research was based on to find the relation of that positive and negative attitude toward selection of brand. 240 observations have been taken randomly through questionnaire and taken them into consideration and applied categorical regression or optimal scaling. It was found that generation y people mostly go for their prefer brands rather than compromise with their family brands.

Suggested Citation

  • Alvi, Mohsin, 2012. "Attitude Differentiates The Brand Selection (From the view of Generation Y people)," MPRA Paper 39592, University Library of Munich, Germany.
  • Handle: RePEc:pra:mprapa:39592

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    References listed on IDEAS

    1. Hasan, Syed Akif & Subhani, Muhammad Imtiaz & Osman, Ms. Amber, 2012. "What affects the most to the recall and recognition of brand symbols?," MPRA Paper 39098, University Library of Munich, Germany.
    2. Kokkinaki, Flora & Lunt, Peter, 1999. "The effect of advertising message involvement on brand attitude accessibility," Journal of Economic Psychology, Elsevier, vol. 20(1), pages 41-51, February.
    3. Bearden, William O & Etzel, Michael J, 1982. " Reference Group Influence on Product and Brand Purchase Decisions," Journal of Consumer Research, Oxford University Press, vol. 9(2), pages 183-194, September.
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    More about this item


    Positive Attitude; Negative attitude; Brand selection; Generation Y; Categorical regression;

    JEL classification:

    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • C42 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - Survey Methods
    • B41 - Schools of Economic Thought and Methodology - - Economic Methodology - - - Economic Methodology
    • C01 - Mathematical and Quantitative Methods - - General - - - Econometrics

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