Attitude Differentiates The Brand Selection (From the view of Generation Y people)
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.
|Date of creation:||21 Jun 2012|
|Date of revision:|
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- 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.
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