How to identify brand attitude

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A customer's brand attitude is made up of two (2) components:

The strength of the positive or negative association a customer experiences with a particular brand;
The belief that the positive or negative association is accurate. In other words, how much does the customer like/dislike a brand and how convinced is the customer that this perception of the brand is correct?
Survey Methods
Customer brand attitude is a state of mind that allows a switzerland phone number list to view a brand through a filter.
Consumers develop views about brands along a spectrum or continuum, but nothing is lost by thinking of this spectrum as a type of Likert scale.
The five or seven points on a Likert scale are markers of the customer's brand attitude at a particular point in time.
Ecdysis

Brand Manager Role
A primary goal of brand management is to move customers from one point on the continuum to another.
Naturally, the goal is to move consumers upward.
For example, when analyzing customer satisfaction survey response data, a market researcher talks about how to move respondents from a mid-range box to the top two boxes in the score range.


The best scores in the table
A customer satisfaction survey often uses a 5-point rating scale, a practice similar to the Likert scale.
The number 5 usually represents a very satisfied customer, while the number 1 represents a very dissatisfied customer. This convention is primarily due to people’s tendency to consider larger numbers to suggest a better rating .
Based on this line of thinking we know that it is associated with the practice of using percentages with 100% considered to be the best possible score.
Using this five-point rating scale, the percentage of customers who chose to mark the number 5 when answering a question are grouped together as “top box” raters . This means that a total score for the top box represents 100% of customers who selected the number 5.
The total score for the top box does not, ratings from 1 to 4 count towards the total score.
For example , two survey responses have been received: the first customer marked a rating of 5 for brand quality, while the second customer gave the brand quality a rating of 3.The calculation to arrive at this figure is: [(100 + 0) / 2 surveys = 50]