Marketing Has Been Interested In Delving into the Mechanisms Through Which Promotional Efforts Encourage Customers to Purchase a Specific Item. In This Study We Discuss About the Role of Attitude In Integrative Models, Measuring Self-Image and Brand Personality In the Same Associative Network , Attitude Formation and Change, Dimensional Attitude Model, an Integrated Model of Attitude and Choice, Levels of Interaction, the Relationship Between Attitude Toward the Ad and Attitude Toward the Brand , Attitude Towards Firms’ Brand Likeability and Purchase Intention, Brand Extension Strategy, the Influence of Brand Awareness on Brand Image, the Influence of Brand Awareness on Brand Trust, Brand Commitment