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SCB 10 CONSUMER ATTITUDES - Coggle Diagram
SCB 10
CONSUMER ATTITUDES
TRI-COMPONENT MODEL
Cognitive component
Behavioural component
Affective component
SOURCES OF ATTITUDE FORMATION
Formal communication channels
Direct marketing
The social environment
Personal experience
Multi-Attribute attitude models
Beliefs
Subjective norms
Intention to engage in a behaviour
Perceived Behavioural Control
Actual behaviour
4 STAGES FOR ALTERING ATTITUDES
Associating the product with an admired group
Changing beliefs about the brand
Basic motivational function
Changing beliefs about competitors' brands
FAN MODEL
SPORT SPONSORSHIP OUTCOMES
Sponsor goodwill
Perceived Service quality
Sponsor credibility
Consumer purchase intentions
Sponsor brand image
Word-of-mouth communications
Sponsorship awareness