attitude a lasting, general evaluation of people, objects, advertisements, or issues
TRANSCRIPT
Brand Attitudes: How Companies can Avoid the ‘Tiger Woods’ Effect
• When a company hires a celebrity to represent their brand, it can backfire
• A new analysis in the Journal of Consumer Research examines different ways to assure brand loyalty
Before. . . . . .After
Article Analysis • To better people’s perception of a
product, a company must pair it with positive stimuli – Attractive imagery– Celebrity Endorsements– Event sponsoring • Thus favorable feelings will attach to the
brand in the consumer’s mind
Continued
• Pairing a brand/product with a positive stimulus is known as Evaluative Conditioning – Indirect Transfer: “The positive feelings
toward brands are dependent on creating a link in memory between brand and positive stimulus” (Science Daily, 2010).
– Direct Transfer: “the positive feeling from the stimulus rubs off on the brand” (Science Daily, 2010).
Nike Facts• 35 billion dollar athletic company• 175 acre headquarters in Beaverton,
OR• Markets lifestyle not product– Increases brand loyalty
• Celebrity endorsements– Air Jordan best selling sport shoe of all
time
• “We form attitudes toward objects other than the product that can influence our product selections” (Solomon).
• Commercials/advertisements evoke emotion in consumers– Upbeat feelings–Warm feelings– Negative feelings
My Better is Better
“Attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing content” (Solomon).
Nike Relating to the Class
• Evokes motivational research– “Powerful hook for promotional strategy”
(Solomon).
• Cult Brand: Fierce consumer loyalty– People buy so they feel a sense of belonging
• Freudian Systems: Symbolism as to why we buy– Makes consumers feel like they have the
tools to be an athlete, and to resemble them as well
• Attitude has 3 components:– Affect: the way a consumer feels about
an attitude object.– Behavior: person’s intentions to do
something with regard to an attitude object.
– Cognition: beliefs a consumer has about an attitude object.
• Utilitarian: Relates to rewards and punishments• Nike emphasize the benefits a
product has for the consumers• Value-Expressive: Expresses
Consumer’s values or self-concept
EGO-DEFENSIVEFUNCTION:
Protect ourselves from external threats or internal feelings
KNOWLEDGEFUNCTION:
Need for order, structure, or meaning
• Has the tiger woods controversy altered your perception and attitude toward Nike as a brand or company?
• How so and why?• Do Celebrity endorsements play a
role in your decision to buy Nike products?
References
• http://www.sciencedaily.com/releases/2010/05/100518113234.htm
• http://www.forbes.com/2010/02/03/most-powerful-sports-names-tiger-woods-nike-cmo-network-sports-brands.html
• http://www.businessweek.com/magazine/content/06_30/b3994068.htm
• http://www.nytimes.com/2010/10/13/sports/football/13nike.html
• http://classes.bus.oregonstate.edu/ba492/Elton/PP%20Slides/