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nefits that are salient for the brand. Fishbein and Ajzen (1975; Ajzen and Fishbein, 1980) proposed what has been probably the most influential multi-attribute model to marketing (Bettman, 1986). This expectancy-value model views attitudes as a multiplicative function of (1) the salient beliefs a consumer has about the product or service (i.e., the extent to which consumers think the brand has certain attributes or benefits) and (2) the evaluative judgment of those beliefs (i.e., how good or bad it is that the brand has those attributes or benefits).

Attributes are those descriptive features that characterize a product or service-what a consumer thinks the product or service is or has and what is involved with its purchase or consumption. Product-related attributes are defined as the ingredients necessary for performing the product or service function sought by consumers. Hence, they relate to a product's physical composition or a service's requirements. Product-related attributes vary by product or service category. Non-product-related attributes are defined as external aspects of the product or service that relate to its purchase or consumption. The four main types of non-product-related attributes are:

Price information.

Packaging or product appearance information.

User imagery (i.e., what type of person uses the product or service).

Usage imagery (i.e., where and in what types of situations the product or service is used).

Benefits are the personal value consumers attach to the product or service attributes-that is, what consumers think the product or service can do for them. Benefits can be further distinguished into three categories according to the underlying motivations to which they relate (Park, Jaworski, and Maclnnis 1986):

functional benefits.

experiential benefits.

symbolic benefits.

Brand Image and Brand Attitude:

Whatever be the brandattitudestrategy, it must be associated with and preceded by first building the right brand image. As a type of brand association, brand image should have a direct effect on brand attitude (Faircloth, Capella, Alford, 2001), which, it has been noted, includes the consumer's perceptions of all associations (e.g., Aaker 1991; Keller 1993). There is a positive direct influence of brand attitude on brand image. Thus, brand attitude has a direct effect on brand image which has been established by the above research paper. This research considered that brand attitude is a type of brand association, and therefore, should also indirectly influence brand equity through the brand image construct.

Wilkie (1986) and Keller (1993) indicated that a consumer's attitude towards a core-brand referred to the consumer's overall evaluation of that core-brand, and forms the basis for consumer behavior towards that brand. There are numerous studies indicating that the accumulation of brand image and use experience is key determinant of attitude towards core-brand attitude (Carpenter and Nakamoto, 1989; Kardes and Kalynaram, 1992; Alpert and Kamins, 1995; Martinez and Chernatony, 2004; Ghen and Liu, 2004). This indicates that core-brand attitude can be influenced by core-brand image and use ex本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。