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Attitude Nike

Attitude Nike . By: Michelle Fylan & Eryn Muntzel. Attitude. a lasting, gen eral evaluation of people, objects, ad vertisements, or issues. Brand Attitudes: How Companies can Avoid the ‘Tiger Woods’ Effect. When a company hires a celebrity to represent their brand, it can backfire

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Attitude Nike

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  1. AttitudeNike By: Michelle Fylan & ErynMuntzel

  2. Attitude a lasting, generalevaluationof people, objects,advertisements, or issues

  3. 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

  4. 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

  5. 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).

  6. 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

  7. Advertisements • “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 “Attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing content” (Solomon). My Better is Better

  8. 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

  9. ABC components • 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.

  10. Utilitarian/Value-Expressive function • 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 KNOWLEDGE FUNCTION: Need for order, structure, or meaning EGO-DEFENSIVE FUNCTION: Protect ourselves from external threats or internal feelings

  11. Discussion • 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?

  12. Discussion

  13. 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/

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