Chen, Yanlan and Kong, Mengyuan and Kuo, Tsung-Hsien and ul Islam, Misbah and Lone, Showkat Ahmad and Yen-Ku, Kuo (2021) Nexus between basketball players' advertisement and psychological attraction of food brands: A study of consumer behavior towards food product. Revista de Psicologia del Deporte, 30 (4). ISSN 1132-239X,
Full text not available from this repository.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 behaviour 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 -> CB is a non-significant link; however, the relationship between FBA -> CB is significant.
| Item Type: | Article |
|---|---|
| Funders: | UNSPECIFIED |
| Uncontrolled Keywords: | Basketball players;Advertisement;Food brands;Psychological attractions;Changing behavior;Consumer behavior;Food items;Product purchase;Brand endorsement |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology |
| Depositing User: | Ms Zaharah Ramly |
| Date Deposited: | 26 Oct 2022 03:07 |
| Last Modified: | 26 Oct 2022 03:07 |
| URI: | http://eprints.um.edu.my/id/eprint/35380 |
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