Question

Topic: Student Questions

Measurement For Brand Attitude

Posted by yoram.wegscheider on 11/27/2018 at 3:42 AM ET 250 Points
Hey,

I am looking for a scale to use to measure brand attitude. I am testing the difference of brand attitudes between two conditions. At this point I have used the Fishbein model, however, this was not the best test to use.

Any help would be highly appreciated!

Thanks in advance.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 11/27/2018 at 7:44 AM Accepted
    It depends on your survey. Read https://www.managementstudyguide.com/attitude-scales.htm, https://www.academia.edu/1520112/Measuring_and_modelling_brand_attitudes, or https://www.researchgate.net/publication/233147146_Measuring_Attitude_Towar....
  • Posted by yoram.wegscheider on 11/27/2018 at 7:50 AM Author
    Thanks a lot Jay! I will check them out right away.
  • Posted by mgoodman on 11/27/2018 at 1:59 PM Moderator
    This kind of question is best addressed by a market research professional, and it may be dependent on the product/service involved, the target audience (and sample) and the geography.

    Many times brand attitude research results differ depending on the research methodology, so don't just assume that there is a "right" approach. Better to rely on an experienced research pro.

    Also consider the budget and the expected use of results. It's possible that the conclusion from the research won't be worth the cost. It can be hard to quantify the benefit, and you want to be sure it's greater than the cost.

    A few times, the client decided he/she was better served polling a few "experts" (of which I was one) rather than conducting primary research. When all of us ("experts") agreed with each other the client felt his/her approach was as reliable as if s/he'd spent 10x as much on a formal study.

    (Of course we will never know!)
  • Posted by yoram.wegscheider on 11/27/2018 at 2:04 PM Author
    Thanks for the reply mgoodman,

    Basically I am looking for a theoretical framework to test the difference in brand attitude for a clothing company when pricing is transparent. Do you have any suggestions that would be best for this type of research?

    Thanks!
  • Posted by mgoodman on 11/27/2018 at 2:42 PM Accepted
    What is the expected use of results? What exactly are you measuring as the indicator(s) of brand attitude?
  • Posted by Shelley Ryan on 12/20/2018 at 10:10 AM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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