Attitude Function Theory, Self-Monitoring and Brand Prominence: An Analysis over Advertising Judgment
Autor(a) principal: | |
---|---|
Data de Publicação: | 2016 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | RAM. Revista de Administração Mackenzie |
Texto Completo: | https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805 |
Resumo: | Purpose: We suggest an interaction effect between the Theory of Attitude function (social setting or values of expression), the Self-Monitoring Theory and brand prominence (low or high logo size) in order to explain the advertising assessment by consumers.Originality/Gap/Relevance/Implications: The literature review did not study these three elements combined and did not analyzed the interactive effects of them over behavioral intentions. Since foreign literature provide few studies relating either on attitude function or self-monitoring on brand visibility, we did two experiments in the new gap, in order to study the effects of attitude function, self-monitoring and brand prominence on consumer attitudes.Key methodological aspects: We proposed three interactive hypotheses in two experiments. The studies were a factorial type condition 2 × 2 × 2 between groups designed with luxury products ads.Summary of key results: The findings showed an interactive effect between Attitude function and brand prominence. This result means that the brand influences consumer evaluations of loyalty and purchase intention for advertising with an attitude based on the value expression. The results indicated an interaction between self-monitoring and brand prominence. There are higher levels of loyalty and attitude for consumers when advertising did not present brand prominence and did present high levels of self-monitoring. We also found an interaction effect between attitude function and self-monitoring, explaining perceived value.Key considerations/conclusions: The marketing practitioners can use the results via communications, in which advertising should present high brand prominence on products that focused on the value expression and individuals with lower self-control, aiming greater influence on buying intention. |
id |
MACKENZIE_0e5393b85c38bc8387874c9a250695dd |
---|---|
oai_identifier_str |
oai:ojs.editorarevistas.mackenzie.br:article/7805 |
network_acronym_str |
MACKENZIE |
network_name_str |
RAM. Revista de Administração Mackenzie |
repository_id_str |
|
spelling |
Attitude Function Theory, Self-Monitoring and Brand Prominence: An Analysis over Advertising JudgmentLos Efectos de la Teoría de la Función Actitud, Automonitoramento e Tamaño de Marca Sobre Evaluación de los AnúnciosProeminência da Marca, Automonitoramento e Teoria da Função de Atitude: Uma Análise Sobre Avaliação dos AnúnciosAttitude function. Self-monitoring. Brand visibility. Luxury. AdvertisingActitud función. Prominencia de la Marca. Lujo. Lealdad. Comunicación.Função de atitude. Automonitoramento. Proeminência da marca. Luxo. AnúncioPurpose: We suggest an interaction effect between the Theory of Attitude function (social setting or values of expression), the Self-Monitoring Theory and brand prominence (low or high logo size) in order to explain the advertising assessment by consumers.Originality/Gap/Relevance/Implications: The literature review did not study these three elements combined and did not analyzed the interactive effects of them over behavioral intentions. Since foreign literature provide few studies relating either on attitude function or self-monitoring on brand visibility, we did two experiments in the new gap, in order to study the effects of attitude function, self-monitoring and brand prominence on consumer attitudes.Key methodological aspects: We proposed three interactive hypotheses in two experiments. The studies were a factorial type condition 2 × 2 × 2 between groups designed with luxury products ads.Summary of key results: The findings showed an interactive effect between Attitude function and brand prominence. This result means that the brand influences consumer evaluations of loyalty and purchase intention for advertising with an attitude based on the value expression. The results indicated an interaction between self-monitoring and brand prominence. There are higher levels of loyalty and attitude for consumers when advertising did not present brand prominence and did present high levels of self-monitoring. We also found an interaction effect between attitude function and self-monitoring, explaining perceived value.Key considerations/conclusions: The marketing practitioners can use the results via communications, in which advertising should present high brand prominence on products that focused on the value expression and individuals with lower self-control, aiming greater influence on buying intention.Objetivo: En este trabajo se sugiere una interacción entre la teoría de la función de la actitud (el ajuste social y los valores de expresión), el autocontrol y lo tamaño de la marca de lujo (baja versus alta logo) para explicar la evaluación de los anuncios.Originalidad/Laguna/Relevancia/Implicaciones: En este sentido, tres hipótesis son propuestas. Nosotros no estudiaron que los efectos conductuales relacionados de la función de la actitud, el autocontrol y la importancia de la marca para el comportamiento del consumidor, aunque la literatura extranjera en proporcionarían pocos estudios relativos actitud función o autocontrol de visibilidad de la marca, sin embargo, sin traer esta relación de triple utilizado.Principales aspectos metodológicos: Nos lanzaron tres hipótesis en dos experimentos factoriales tipo 2 × 2 × 2 entre los grupos diseñados con productos de lujo anuncios.Síntesis de los principales resultados: Los resultados mostraron un efecto interactivo entre la Teoría de la función de la actitud y la prominencia de la marca, esto significa que la marca influye en las evaluaciones de los consumidores de la lealtad y la intención de compra de los anuncios con una actitud basada en la expresión los valores. Los resultados indicaron una interacción entre el autocontrol y la prominencia de la marca. Hay mayores niveles de lealtad y actitud ante los anuncios sin el protagonismo de la marca y los bajos niveles de autocontrol y una interacción entre la actitud y la función de auto-monitoreo para explicar el valor percibido.Principales consideraciones/conclusiones: El campo de la comercialización pueden utilizar los resultados a través de las comunicaciones, la publicidad de los productos de marca de alta prominencia se centraron en la expresión de los valores y las personas con baja auto-control, con el objetivo mayor influencia de la intención.Objetivo: Sugerimos uma interação entre a Teoria da Função de Atitude (ajuste social ou expressão de valores), a Teoria de Automonitoramento e a proeminência da marca (baixa ou alta) para explicar a avaliação de anúncios por meio dos consumidores.Originalidade/Lacuna/Relevância/Implicações: Não evidenciamos estudos que relacionassem os efeitos comportamentais da Função de atitude, automonitoramento e proeminência da marca ao comportamento do consumidor, embora a literatura estrangeira nos proporcionasse poucos estudos relacionando Função de atitude ou automonitoramento à visibilidade da marca, no entanto, sem trazer essa relação tripla utilizada.Principais aspectos metodológicos: Lançamos três hipóteses em dois experimentos fatoriais tipo 2 × 2 × 2 entre grupos elaborados com anúncios de produtos de luxo.Síntese dos principais resultados: Os achados mostraram um efeito interativo entre a Teoria da Função de Atitude e a proeminência da marca, isto significa que a marca influencia as avaliações dos consumidores sobre a lealdade e a intenção de compra em anúncios com uma atitude fundamentada na expressão de valores. Os resultados indicaram uma interação entre automonitoramento e proeminência da marca. Há maiores níveis de lealdade e atitude para os anúncios sem a proeminência da marca e com baixos níveis de automonitoramento e uma interação entre Função de atitude e automonitoramento para explicar o valor percebido.Principais considerações/conclusões: O campo do marketing pode fazer uso dos resultados via comunicação, anunciando produtos de alta proeminência da marca com foco na expressão de valores e para indivíduos com menor autocontrole, objetivando maior influência da intenção.Editora Mackenzie2016-02-12info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesExperimento com análise multivariadaapplication/pdfapplication/mswordapplication/mswordimage/jpegimage/jpegimage/jpegimage/jpegapplication/vnd.ms-excelimage/jpegimage/jpegimage/jpegimage/jpegimage/pngapplication/mswordapplication/mswordhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805Revista de Administração Mackenzie; Vol. 17 No. 1 (2016)Revista de Administração Mackenzie; Vol. 17 Núm. 1 (2016)Revista de Administração Mackenzie (Mackenzie Management Review); v. 17 n. 1 (2016)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/5574https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9577https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9578https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9579https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9580https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9581https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9582https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9583https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9584https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9585https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9586https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9587https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9588https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9589https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9590Copyright (c) 2016 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessVieira, Valter AfonsoLadeira, Francielli Martins Borges2016-03-01T17:17:24Zoai:ojs.editorarevistas.mackenzie.br:article/7805Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2024-04-19T17:01:03.080767RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false |
dc.title.none.fl_str_mv |
Attitude Function Theory, Self-Monitoring and Brand Prominence: An Analysis over Advertising Judgment Los Efectos de la Teoría de la Función Actitud, Automonitoramento e Tamaño de Marca Sobre Evaluación de los Anúncios Proeminência da Marca, Automonitoramento e Teoria da Função de Atitude: Uma Análise Sobre Avaliação dos Anúncios |
title |
Attitude Function Theory, Self-Monitoring and Brand Prominence: An Analysis over Advertising Judgment |
spellingShingle |
Attitude Function Theory, Self-Monitoring and Brand Prominence: An Analysis over Advertising Judgment Vieira, Valter Afonso Attitude function. Self-monitoring. Brand visibility. Luxury. Advertising Actitud función. Prominencia de la Marca. Lujo. Lealdad. Comunicación. Função de atitude. Automonitoramento. Proeminência da marca. Luxo. Anúncio |
title_short |
Attitude Function Theory, Self-Monitoring and Brand Prominence: An Analysis over Advertising Judgment |
title_full |
Attitude Function Theory, Self-Monitoring and Brand Prominence: An Analysis over Advertising Judgment |
title_fullStr |
Attitude Function Theory, Self-Monitoring and Brand Prominence: An Analysis over Advertising Judgment |
title_full_unstemmed |
Attitude Function Theory, Self-Monitoring and Brand Prominence: An Analysis over Advertising Judgment |
title_sort |
Attitude Function Theory, Self-Monitoring and Brand Prominence: An Analysis over Advertising Judgment |
author |
Vieira, Valter Afonso |
author_facet |
Vieira, Valter Afonso Ladeira, Francielli Martins Borges |
author_role |
author |
author2 |
Ladeira, Francielli Martins Borges |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Vieira, Valter Afonso Ladeira, Francielli Martins Borges |
dc.subject.por.fl_str_mv |
Attitude function. Self-monitoring. Brand visibility. Luxury. Advertising Actitud función. Prominencia de la Marca. Lujo. Lealdad. Comunicación. Função de atitude. Automonitoramento. Proeminência da marca. Luxo. Anúncio |
topic |
Attitude function. Self-monitoring. Brand visibility. Luxury. Advertising Actitud función. Prominencia de la Marca. Lujo. Lealdad. Comunicación. Função de atitude. Automonitoramento. Proeminência da marca. Luxo. Anúncio |
description |
Purpose: We suggest an interaction effect between the Theory of Attitude function (social setting or values of expression), the Self-Monitoring Theory and brand prominence (low or high logo size) in order to explain the advertising assessment by consumers.Originality/Gap/Relevance/Implications: The literature review did not study these three elements combined and did not analyzed the interactive effects of them over behavioral intentions. Since foreign literature provide few studies relating either on attitude function or self-monitoring on brand visibility, we did two experiments in the new gap, in order to study the effects of attitude function, self-monitoring and brand prominence on consumer attitudes.Key methodological aspects: We proposed three interactive hypotheses in two experiments. The studies were a factorial type condition 2 × 2 × 2 between groups designed with luxury products ads.Summary of key results: The findings showed an interactive effect between Attitude function and brand prominence. This result means that the brand influences consumer evaluations of loyalty and purchase intention for advertising with an attitude based on the value expression. The results indicated an interaction between self-monitoring and brand prominence. There are higher levels of loyalty and attitude for consumers when advertising did not present brand prominence and did present high levels of self-monitoring. We also found an interaction effect between attitude function and self-monitoring, explaining perceived value.Key considerations/conclusions: The marketing practitioners can use the results via communications, in which advertising should present high brand prominence on products that focused on the value expression and individuals with lower self-control, aiming greater influence on buying intention. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-02-12 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Experimento com análise multivariada |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805 |
url |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/5574 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9577 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9578 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9579 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9580 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9581 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9582 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9583 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9584 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9585 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9586 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9587 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9588 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9589 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/7805/9590 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2016 Revista de Administração Mackenzie info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2016 Revista de Administração Mackenzie |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/msword application/msword image/jpeg image/jpeg image/jpeg image/jpeg application/vnd.ms-excel image/jpeg image/jpeg image/jpeg image/jpeg image/png application/msword application/msword |
dc.publisher.none.fl_str_mv |
Editora Mackenzie |
publisher.none.fl_str_mv |
Editora Mackenzie |
dc.source.none.fl_str_mv |
Revista de Administração Mackenzie; Vol. 17 No. 1 (2016) Revista de Administração Mackenzie; Vol. 17 Núm. 1 (2016) Revista de Administração Mackenzie (Mackenzie Management Review); v. 17 n. 1 (2016) 1678-6971 1518-6776 reponame:RAM. Revista de Administração Mackenzie instname:Universidade Presbiteriana Mackenzie (MACKENZIE) instacron:MACKENZIE |
instname_str |
Universidade Presbiteriana Mackenzie (MACKENZIE) |
instacron_str |
MACKENZIE |
institution |
MACKENZIE |
reponame_str |
RAM. Revista de Administração Mackenzie |
collection |
RAM. Revista de Administração Mackenzie |
repository.name.fl_str_mv |
RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE) |
repository.mail.fl_str_mv |
revista.adm@mackenzie.br |
_version_ |
1796794719506792448 |