Nexus between Basketball Players' Advertisement and Psychological Attraction of Food Brands: A Study of Consumer Behavior towards Food Product / Nexo entre la publicidad de los jugadores de baloncesto y la atracción psicológica de las marcas de alimentos: un estudio del comportamiento del consumidor hacia los productos alimenticios
Rev. psicol. deport
; 30(4): 30-39, dic. 2021. ilus, tab, graf
Article
in English
| IBECS
| ID: ibc-214052
Responsible library:
ES1.1
Localization: ES15.1 - BNCS
ABSTRACT
It is vital for technology to advance and for the brand to obtain public recognition to achieve competitive supremacy. It is impossible to deploy without an adequate marketing, awareness, and execution strategy, as well as structured advertising approaches. As a result, advertising is an important strategy for marketing products to consumers. This research article makes a case for examining the psychological appeal of food brands associated with basketball players and customer behavior while making product purchases. If a well-known celebrity appears in a commercial, people will strongly influence the brand or product. Psychological Attraction (PA) and Food Brand Advertisement (FBA) were independent variables in the research framework. Customer Behavior (CB) was used as the Independent Variable. Nonetheless, data was gathered from 100 customers. SEM PLS 3 was used to analyze the collected data. The results suggested that the association between PA à CB is a non-significant link; however, the relationship between FBA àCB is significant.(AU)
Full text:
Available
Collection:
National databases
/
Spain
Database:
IBECS
Main subject:
Basketball
/
Food Production
/
Consumer Behavior
/
Athletes
/
Direct-to-Consumer Advertising
/
Food
Limits:
Female
/
Humans
/
Male
Language:
English
Journal:
Rev. psicol. deport
Year:
2021
Document type:
Article
Institution/Affiliation country:
Chinese Culture University/Taiwan
/
Dankook University/South Korea
/
Saudi Electronic University/Kingdom of Saudi Arabia
/
Tamkang University/Taiwan
/
University of Malaya/Malaysia
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saudi electronic university/Kingdom of Saudi Arabia