Propagandas de apelo emocional e utilitário: efeitos na atitude do consumidor e na percepção do brand equity de um celular Samsung

Abstract

The appeals of advertising can be divided into utilitarian and emotional. The utilitarian appeal is dominated, above all, by the cognitive level of individuals; And the emotional appeal involves as many cognitive as affective levels, being more dominated by the latter (Spangenberg, Voss, & Crowley, 1997). Thus, this research aims to analyze how advertising appeals influence the attitude of consumers and their perception of brand equity to an eminently utilitarian product. The present study is quantitative and causal and it allowed to obtain evidences of cause and effect relations of the propaganda stimulus (utilitarian and emotional appeal) with the investigated constructs. The findings show that the functional aspects of the utilitarian product are not better evaluated by adding an emotional appeal in the advertisement, the advertising of emotional appeal influences in a positive way the consumer's attitude and, in relation to the perception of the brand equity, only the perceived quality of the brand was positively influenced by the advertising of emotional appeal, having no effect on the other variables, brand loyalty, memories and associations to the brand and the overall value of the brand.