BRAND ATTITUDE MEASUREMENT USING THE TRI-PARTITE MODEL OF ATTITUDE AND EVALUATING ITS RELATIONSHIP TO CUSTOMER SATISFACTION – STUDY OF A HYPERMARKET BRAND IN UAE

Through this study, the author attempts to evaluate shoppers' brand attitudes toward a supermarket brand and establish the linkages between customer attitude towards a brand and customer satisfaction. This article is an exploratory work where the researcher uses the tripartite-model of attitude to measure brand attitudes. Here, brand attitude takes the role of the primary construct, with three additional constructs, brand beliefs (the cognitive component), brand feelings (affective component), and brand purchase intention (the behavioral part) forms the three parts. The study used a questionnaire-based survey, and developing the questionnaire, which included a tricomponent attitude scale, were the primary tasks. The Scale developed had 11 items in total comprising of the cognitive, affective, and behavioral components. The author carried out SEM path analysis on the data collected. The study could establish the relationship between brand attitude and customer satisfaction reinforcing similar findings by other researchers. The study findings corroborate the tri-partite model's diagnostic capabilities and how marketing professionals can use such results from measuring attitude to chalk out plans for improving the overall attitude