Consumer knowledge structures is key in understanding and calculating brand equity. Attitudes toward the brand and those of the competitors must be understood as well. What is Nicole's attitude toward Sprint and Verizon? Importance weight is measured by a 3 point scale from 1 (not important) , 2(moderately important), 3 (very important). The brand's ability to delivers on the benet, is measured on a 5 point scale, from 1(does not represent the brand to 5 denitely represent the brand). TI. Ao=zaibi i=1 What is Nicole's attitude toward Sprint and Verizon mobile phone service providers. 1. Using the data from this table, compute the consumer's attitude toward each service provider 2. Explain Nicole's attitude toward each service provider 3. Attributes Importance weight Belief (b i) Belief (b i) (a i) Sprint Verizon The connection will be established successfully 3 5 every time. The connection will be established speedily. 2 1 4 The connection will be dropped in the middle 3 2 of the session Tl~ *rice (monthly fee) will be high. 1 2 5