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Consumer Attitude and Brand | Nike Example

Keywords: nike consumer attitude, ramifications of brands, company consumer relationship

The aim of the article attempts to handle the theoretical research and review the final results of the partnership of consumer attitude and brand as well as proves the relationship empirically, and also applying the exemplory case of Nike athletics brand to illustrate how behavior.

Consumers always face challenges while looking to clarify logically why some brands suggest strong negative emotions or why they are really more attractive to one brand rather than another (Mothersbaugh and Hawkins, 2007). Empirical studies show that definite thoughts towards services or goods are normal to customers and the price tag on a good as well as functional advantages is not the one reasons for selecting the product. The knowledge of a customer after a contact with a good or brand is described as emotions that may have a varying level of level and may change depending on a product or situation (Genevieve, Hawkins & Simone, 2006). The impact of emotions and thoughts on the forming of attitude is nearly not investigated and the necessity to take a look at senses as a way to obtain emotions came out. Thus, the article makes an attempt at solving the challenge, related with execution of strategies how could win more customers' good attitude.

The conception of attitude

Loudon and Della Bitta (1993) note that frame of mind is how for or against, positively or negatively, favorably or unfavorably a person respect a particular thing. This definition aspires to reveal the idea that attitude contains consumer emotions and evaluations, related with a particular thing. Solomon, Bamossy and Askegaard (2002) support the idea of the authors mentioned above and declare that attitude is a long-lasting and common evaluation of individuals, including oneself, objects, advertisement and a particular problem. Schiff man and Kanuk (2004) identify frame of mind within the framework of consumer patterns as a frequent tendency to behave appropriately in a concrete situation, regarding a certain thing or a group of objects.

Consumers attitude will have some sorts of concepts, consumers have attitudes towards various public and physical things including models, products, stores, brands, and folks. Consumers likewise have attitudes towards imaginary things such as principles and ideas (Peter et al, 1999), beside their own behaviours or actions including their future behavior and past activities. Attitude formation helps customers to make choices by providing a way to evaluate their alternatives which based on the attributes and benefits associated with each product. This thesis specializes in intention of feminine student towards fashion clothes purchasing, as attitude have significant affect on consumer intention, and it becomes important to understand attitude theory in detail. However, frame of mind generally represents the result of past personal experiences and the communicated activities of others. Attitudes are functionally useful in directing consumers towards product or brand they find useful in satisfying needs and wants. In this manner customer behave to choose the final product which best meet their needs and goals (Genevieve, Hawkins & Simone, 2006). Frame of mind includes three major components that are well identified by tri-component attitude model, according to the model attitude consist of three components: cognitive, affective and behavioral.

CBA model---Main components of attitude

The cognitive element captures a consumer's knowledge and perceptions about products and brands. The data often is a idea about an objects features and benefits. The affective part is a products analysis in terms of rating its favorableness. The cognitive element of an attitude includes a consumer's values and understanding of an attitude object. For instance many people assume that Coke Zero has no kilojoules, has caffeine and is made by a big company. Those beliefs stand for the cognitive element of an frame of mind towards Coke No.

In comparison, the affective element focuses is on consumer's feelings or thoughts regarding a particular product or brand in a specific context. For instance, when a consumer says 'I like it', or 'it is a terrible drink' which is expressing the results of affective evaluation of the merchandise without cognitive information about the merchandise.

Finally, the behavioral part can be involved with the likelihood or tendency a consumer will respond in a particular way regarding a product. In marketing and consumer tendencies, the behavioral aspect is frequently measured in terms of consumer's intention to buy (Blackwell et al. 2001). For instance, decisions to buy or not buy, recommend it or other brand to friends are all behavioral element of attitudes about the product.

So a marketer implements productive and effective marketing ways of influence customers' frame of mind. In this statement, Nike Sport shoes will be thought to be an example to spell it out that buyer's behavior may be afflicted by the frame of mind on cognitive, affective, and behavioral components and how the marketing strategies can effect the buyer behaviours.

Application of marketing to Nike sports

Nike Sport is a representative make of the activity shoes and the attitudes of customers are produced by the cognitive, affective and behavioral components. The cognitive element of an attitude depends upon consumers' values and knowledge. For instance, those who purchase Nike Sport shoes may believe that Nike Sport is made for those who find themselves keen on the activity activities. And the trustworthiness of this brand is well known and sold in the most countries. The products' quality of this brand is being approved and affirmed. This is why for that each of these beliefs reflects understanding of an attribute of this brand and the cognitive frame of mind generally is related to buyers' good sense (Engel and Blackwell, 1998). In addition, the affective frame of mind is contributed to react on the customers' emotions or emotions. For instance, the slogan of Nike 'just do it' may entice more customers, which is empathy to encourage their customer to anything they need. In the minds of customers, Nike symbolizes the sense of freedom, pleasure, and thrilling. In cases like this, the sensation of the branding colure and heart is expressed the consequence of an emotional evaluation of the sport shoes. Another component of behavioral attitude is pertinent with the respond in a certain manner towards an attitude. That is point that customers may choose the sport shoes in the activity shop because customers believe that they could have more option in the precise shop. This is the reason that Nike sport shoes set up a range of branches to effect customers' response that Nike is professional brand to design the sport shoes.

When customers have their personal attitude on Nike brand, the Nike marketer may combine the marketing strategy to change customers' attitude on their brand. The brand image of Nike Sport is personalization and freedom, meaning the marketer takes benefits of the brand position and heart to improve the sophisticated attitude. A lot of the advertising strategies of Nike Sport are related with those sport personalities, for their maverick, personality, irritable and intense. This is actually the point that Nike Sport wants use these superstars to develop its brand attitude. For example, the golf ball superstar Michael Jordan is the agent in the Nike advertisements, and Michael Jordan condensed vigor, reputation, excellent athletics level and exciting sports heart, which is similar with Nike Sport brand position. This is a successful strategy that Nike used the star effect to affect buyers' sense, to convince their customers of the nature of personality and freedom.

Furthermore, "just do it" is a classic advertising slogan to Nike Sport, which is simple, clear and colloquial. It also represents some sort of activities and life frame of mind such as easiness, freedom and entertainment. When customers learn this expression, there is also changes with their cognitive attitudes, because these advertisements strategies are executed to improve people minds slowly but surely. These are effect and efficient implementation to influence consumers' beliefs and attitude towards the advertisement.

In realization, with the long branding development of Nike Sport, this brand already formed a reliable, professional brand cognitive image in people's brains, and develops its specific brand position and nature of personality and freedom to response the sensation of customers. Therefore the Nike's marketers need to take benefits of the advertisement to change their customers' thoughts with their brand


Draws in conclusion; there are three attitude component which are the affective aspect, the behavioral component and the cognitive component. Using Nike sports as example, cognitive attitude is how you think Nike brand, what's the image and beliefs of Nike brand show to the general public. The affective element of Nike is how you feel about this brand and whether you like it or not. The react to this brand which means whether you will choose the products or not and if you will recommend or prevent this brand to your friends is the behavioral attitudes.

Attitude-Behavior relationship is important to managers because it not only concludes a consumer's analysis of an brand or a corporation, but also symbolizes positive or negative emotions and behavioral tendencies theoretically. The partnership between attitude and tendencies can be affected by many factors such as advertising and advertising. They can reinforce existing beneficial behaviour or change negative attitudes. Usually, the attitude of consumers to a new product can be affected by an advertising text messages or the examination of the merchandise appearing in the ad.

Attitude is one of the most important factors in consumer behavior. In the marketing context, behaviour are predispositions toward specific brands, products or companies that cause consumer to react favorably or unfavorably toward them (Assael, 1992).

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