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Consumer attitude metrics for guiding marketing resource allocation Marketing managers often use consumer attitude metrics such as awareness, consideration and preference as performance indicators because they represent their brand’s health and are readily connected to marketing activity. However, this does not mean that financially focused executives know how such metrics translate into sales performance and hence how this knowledge can be used to make sound resource allocation decisions. We propose four criteria – potential, responsiveness, stickiness and sales conversion – that determine the connection between marketing actions, attitudinal metrics, and sales outcomes. We conceptualize the role of product involvement in the translation of attitudes to behavior to offer guidance on how these criteria operate differently across conditions of high versus low consumer involvement with the product category. pdf 2012

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Status: 21. November 2012