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Some recent research on the brand attitude of buyers in evaluating computer-related firms provides some answers.llS Brand attitude is a component and
Brand attitude is defined as the percentage of organiza-
This study found that changes in brand attitude are associated with stock market performance and tend to lead accounting financial performance (that is, an increase in brand attitude will be reflected in improved financial performance three to six months later).
In short, the research demonstrates that investments in building brand attitude for high-technology firms do indeed pay off and increase the firm's value.
Aaker and Robert Jacobson, " The Value Relevance of Brand Attitude in High-Technolog)' Markets," Journal of Marketing Research 38 (November 2001): pp. 485-493.،Despite the relation between brand experiences and other brand constructs such as brand attitudes, brand involvement, brand attachment, customer delight, and brand personality, it is identified as a distinct concept.
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