Consumer Attitudes and Their Influence on Brand Choice: an Applied Study of the Content Analysis Technique

Objective: The study aims to analyze the brand choice process through consumer attitudes toward product attributes that are considered favorable or unfavorable when selecting brands. Theoretical Framework: The main theoretical line that underpins this work is the concept of attitude and its interrelated components: cognitive, affective, and conative, and how they are essential for brand choice. Method: This research methodology comprises a qualitative study of in-depth interviews using a script. Data were collected from 15 Brazilian women through individual interviews conducted in Miami. Results and Discussion: The results revealed that attitudes are crucial in brand choice. Considering the theoretical framework in the discussion section, these results are contextualized, highlighting the implications and relationships between attitude components and brands. The study's main limitations are the qualitative methods and sampling constraints. Research Implications: This research's practical and theoretical implications are discussed, providing insights into how the results can be applied to or influence consumer behavior practices. These implications may encompass the study of brand choice and loyalty and the practical application of content analysis methods. Originality/Value: This study contributes to the literature by reflecting on the importance of attitudes in understanding brand choice. The detailed demonstration of content analysis highlights the relevance and value of the research methods employed.