FUNCTIONAL THEORY OF ATTITUDE, SELF-MONITORING AND BRAND PROMINENCE: AN ANALYSIS OVER ADVERTISING ASSESSMENT

ABSTRACT Purpose: We suggest interaction between the Functional Theory of Attitude (social setting or values of expression), the Self-Monitoring Theory and brand prominence (low or high) in order to explain the advertising assessment by consumers. Originality/gap/relevance/implications: Although foreign literature review provides a few studies relating Functional Attitude or Self-monitoring to brand prominence, none were found relating behavioral effects of the three aforementioned elements to the customer behavior. Key methodological aspects: We proposed three interactive hypotheses in two factorial experiments type 2 × 2 × 2 among groups designed with luxury product ads. Summary of key results: The findings showed an interactive effect between Functional Theory of Attitude 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 functional attitude and self-monitoring, explaining perceived value. Key considerations/conclusions: The marketing practitioners can use the results via communications, advertising products of high brand prominence focused on the value expression and individuals with lower self-control, aiming greater influence on buying intention.