Branding and Attitude Functions

Robyn LeBoeuf , University of Florida
Joseph Simmons , Yale University
This research shows that branding alters the associations between products and attitude functions. We find that, in utilitarian product categories, brand attitudes are less utilitarian, and more symbolic, than attitudes towards the category as a whole; in symbolic categories, brand attitudes are less symbolic, and more utilitarian, than attitudes towards the category as a whole. This has implications for persuasion: Whereas utilitarian (symbolic) appeals are best for persuading people to purchase from utilitarian (symbolic) product categories, this advantage does not arise for appeals targeting specific brands within a category, in part because attitude functions change with branding.
[ to cite ]:
Robyn LeBoeuf and Joseph Simmons (2009) ,"Branding and Attitude Functions", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 90-92.