Relationship of Consumer Attitude and Brand: Emotional Aspect

Abstract

Under the conditions of intensive globalization and increasing competitiveness it becomes more difficult to affect consumer‟s attitude towards brands; therefore, a need to search for means of alternative influence arises. The aim of the article is to prove the relationship of brand and consumer attitude after the theoretical analy-sis and summarizing of brand and consumer attitude re-lationship from the emotional perspective, applying the example of PEPSI brand. Consumers often face difficulties while trying to ex-plain logically why they are more attracted to one brand instead of another or why some brands evoke strong negative feelings. Empirical studies prove that certain emotions towards goods or services are typical to con-sumers and the price of a good as well as practical bene-fit are not the only factors for the selection of the prod-uct. The experience of a consumer after a contact with a good or brand is defined as emotions that may have a varying level of intensity and may change depending on a product or situation. The impact of emotions and feelings on the formation of attitude is practically not investigated and the need to examine senses as a source of emotions appeared. Thus, the article attempts at solving the prob-lem, related with the influence of emotions determining the formation of consumer attitude towards a brand. The article reveals the conceptual essence of attitude as a variable of consumer behaviour. With reference to a detailed analysis of attitude conception and qualities, the conception of attitude is specified, stating that attitude is acquired and relatively permanent, gradual and at the same time purposeful, more or less intensive and rea-soned intention of a consumer to react to a particular object. Following a three-component model of attitude, provided by Schiffman and Kanuk (2004) it can be stated that attitude is composed of three main constituent parts: cognition, emotion and intentions. The theoretical analysis of attitude functions and sources of attitude formation reveals the idea that the model analysis of consumer attitude formation and change is necessary for a complete attitude towards brand. The conducted theoretical analysis of attitude as a variable of consumer behaviour and the models of atti-tude formation and changes analyzed and are frequently found in literary sources allow claiming that the relation-ship of brand and emotionally based attitude exists, which allows forming or changing consumer attitude to brand. With reference to theoretical studies of emotions as a source of consumer attitude formation and shift the model, used for identification of influence of emotions conditioned by senses and used for attitude formation is developed. Striving to indicate the relationship of consumer atti-tude and brand form the perspective of emotions, the em-pirical research seeking to investigate the influence of emotions for the formation of emotionally based attitude towards PEPSI brand, expressed by the youth was car-ried out. The results of the research were summarized and recommendations for PEPSI brand strengthening were provided.