Nike Attitude Essay

Decent Essays
Under globalization and rising competitiveness, it is becoming harder to affect a consumer’s attitude towards a product or brand, thus, there is a need to search for means of alternative influences. The aim of this report is to prove the relationship of a product and consumer attitude from the emotional perspective, applying the example of Nike. Consumers always find it difficult to explain why they believe some brands suggest strong negative feelings or why they are more attracted to one brand instead of another. Studies have proven that definite emotions towards certain products are usual to consumers and this can also be the reasons why they select a particular brand, along with the price of that brand as well as the practical benefit of…show more content…
In it, the concept of attitude as a variable of consumer behaviour is specified, stating that attitude is something that is acquired and relatively permanent, gradual and at the same time purposeful, more or less intensive and reasoned intention of a consumer to react in a particular object. Following the ABC model of attitudes, it can be stated that attitude is made up of three main constituents i.e. Affective (Emotions), Behaviour (Intentions) and Cognitive (Knowledge). The functions of attitude and sources of its formation give the idea that consumer emotionally based attitude formation and change is necessary for a complete attitude towards a brand.
Nike is an American brand that is engaged in the design, development, manufacturing, and worldwide marketing and sales of footwear, apparel and accessories. Headquartered in Oregon, Portland, it is currently the world's largest supplier of athletic shoes and apparel (Trending Top Most, 2017), generating a total revenue in excess of US$34billion based on its Audited Account FYE 31.5.2017. Nike had a worldwide direct workforce of more than 70,000 at the end of fiscal year 2017 and another 650,000 indirect workers operating from its contract manufacturing and retail
Get Access