For years Michael Jordan was linked to Nike and promoted the brand and its products. Millions of kids grew up "wanting to be like Mike." To do that, they bought Nike's Air Jordan shoes and considered all things Nike to be the best! This enduring evaluation and positive perception of Nike can be considered a(n):
A) attitude.
B) value proposition.
C) product positioning statement.
D) identity.

Question

Quizplus · Accepted Answer

An attitude in marketing refers to a consumer's enduring evaluation, feelings, and tendencies toward a brand or product. In this case, the positive perception and evaluation of Nike, influenced by Michael Jordan's endorsement, represent an attitude towards the brand.

For Years Michael Jordan Was Linked to Nike and Promoted