Brand Attitude, Its Antecedents and Consequences. Investigation into Smartphone Brands in Malaysia

Abstract

The notion of brand attitude has been conceptualized and been the target of different empirical investigations. There are arguments regarding the antecedents and the consequences of this concept in business environment, and it is believed that there are several factors affecting brand attitude including advertisement and customer satisfaction. On the other hand brand attitude has been argued to be positively related to purchase intentions among customers. This study by analyzing smartphone brands in Malaysia found that the relationship of customer satisfaction and advertising with brand attitude is positive and significant, while the latter is positively related to purchase intention.