Advertising with emotional and rational appeal: effects on consumer attitude and brand equity perception of a Samsung mobile phone/Propagandas de apelo emocional e utilitario: efeitos na atitude do consumidor e na percepcao do brand equity de um celular Samsung

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. Keywords: Advertising; Rational appeal; Hedonic appeal; Attitude; Brand equity Os apelos da propaganda podem ser divididos em utilitarios e emocionais. O apelo utilitario e dominado, sobretudo, pelo nivel cognitivo dos individuos; e o apelo emocional comporta tantos niveis cognitivos quanto afetivos, e mais dominado por esse ultimo (Spangenber, Voss & Crowley, 1997). Assim, esta pesquisa tem o intuito de analisar como os apelos da propaganda influenciam a atitude do consumidor e a sua percepcao do brand equity para um produto de base eminentemente utilitaria. O presente estudo e de natureza quantitativa e de carater causal que permitiu obter evidencias de relacoes de causa e efeito do estimulo da propaganda (de apelo utilitario e emocional) com os construtos investigados. Os resultados mostram que os aspectos funcionais do produto de base utilitaria nao sao mais bem avaliados com o incremento de um apelo emocional na propaganda, a propaganda de apelo emocional influencia de maneira positiva atitude do consumidor e, em relacao a percepcao do brand equity, apenas a qualidade percebida da marca foi influenciada de forma positiva pela propaganda de apelo emocional, nao teve efeito para as demais variaveis, a lealdade a marca, as lembrancas e associates a marca e o valo