Global Navigation Satellite Systems' (GNSS) carrier phase observations are fundamental in the provision of precise navigation for modern applications in intelligent transport systems. Differential precise positioning requires the use of a base station nearby the vehicle location, while attitude determination requires the vehicle to be equipped with a setup of multiple GNSS antennas. In the GNSS context, positioning and attitude determination have been traditionally tackled in a separate manner, thus losing valuable correlated information, and for the latter only in batch form. The main goal of this contribution is to shed some light on the recursive joint estimation of position and attitude in multi-antenna GNSS platforms. We propose a new formulation for the joint positioning and attitude (JPA) determination using quaternion rotations. A Bayesian recursive formulation for JPA is proposed, for which we derive a Kalman filter-like solution. To support the discussion and assess the performance of the new JPA, the proposed methodology is compared to standard approaches with actual data collected from a dynamic scenario under the influence of severe multipath effects.