Brand Attitude and Brand Feelings

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Brand Attitude and Brand Feelings

Brand attitude is the consumer’s opinion towards the brand to meet a need or want and it can be both positive or negative. Brand Attitude is a psychological process and cannot be observed directly but largely depends on what the consumer says or behaves about a particular brand. Brand attitude is composed consists of

• Cognitive (awareness)
• Affective (preference) 
• Conative (trial or purchase).

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