2008: Basic 2. Brand Attitude in the Origin
The brand attitude is a strategy of associative communication, in the sense that it creates a process of transference of meanings between the brand and the action that it carries out. (…) It is, simultaneously, a means and a message. Attracted by an activity or subject of their interest, the people get in touch directly with the brand, which, in turn, absorbs the symbols of the activity itself or the subject to which it is associated.