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RISS 인기검색어
- 검색키워드
- 저자 : Toukabri, Maher (검색결과 3 건)
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The Congruence between the Sponsor-Sponsored Unit and its Effect on Behavioral Responses
Toukabri, Maher,Najjar, Faouzi,Yaich, Besma Amamou International Journal of Computer ScienceNetwork S 2022 International journal of computer science and netw Vol.22 No.3
This research emphasizes on the role of congruence between the sponsor and the sponsored unit that effect sponsor's brand image, attitudes towards it and the memorization of the sponsor's name. The contribution of this research is highlighted especially during the sponsorship of national football team during the 2018 football World Cup. Because of the increasing cost of sponsorship, it has become essential for sponsors to understand how the direct and indirect audience responds to their congruence with the sponsored sports team; and which of the two types of audiences is more and more receptive to their actions. Specifically researchers were not conscious about the level of congruence that optimizes the effects on the sponsor. Therefore, this research aims to characterize the congruence between the marks of the sponsors and the football team through a survey administered face to face. Then, we test the global model to determine if the sponsorship operation has more impact on the sponsor in case of high, low or average congruence? To respond to our research questions we selected two samples from customers that were exposed to the sponsoring actions two ascertain the exploratory and confirmatory steps. The first sample consists of 200 interviewees and the second 400 are considered as an acceptable representation guarantee for our research. In addition, we propose to validate the research model and test the inherent hypotheses that analysis the relationship between the chosen constructs.
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Teenagers Consumption Within the Moderating Role of Saudis Habit Through Fuzzy Set Approach
Maher Toukabri International Journal of Computer ScienceNetwork S 2024 International journal of computer science and netw Vol.24 No.3
The healthy products dedicated for young people are qualified as a solution to protect the future generation, especially that most commercial deals do not consider the consumer's health and environment. Therefore, it is crucial to define the antecedent of healthy purchases and to examine their impact on teenagers. This research aims to explore the antecedents and the consequences of the consumption of Saudis teenagers. Therefore, we develop a research model in the conceptual framework and the hypotheses to test. The empirical analysis required two samples from Saudis youth consumers. The first sample was utilized in the exploratory study with SPSS software. Then, the second was employed to the confirmatory part with the Amos software, as well as the validation of the hypotheses, and model with Fuzzy Set approach. The findings of this study have significant insights into the Saudi consumption and implications for both practitioners and researchers. Then, we have particularly strenuous on intention purchase antecedents of organic foods, and their consume habit moderation.
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Religiosity Role within the Halal Foods Consumptions' Antecedents.
Maher Toukabri International Journal of Computer ScienceNetwork S 2024 International journal of computer science and netw Vol.24 No.5
This research aims to highlight the determinants of the intention to purchase Halal foods. In the conceptual framework we examine the different antecedents that might affect the consumer intention to choose the Halal foods. For this, we evocate the role of constructs attitude towards Halal certification, consumption habits and the subjective norm. Moreover, we attempt to study the role mediating role of the religiosity in this purchase decision process of the Muslim consumer. The empirical study will be implemented in the Saudi Halal Foods Market. Thus, we interviewed 200 invidious in the exploratory study to purify the measurements of the selected constructs that may contribute in the explanation of the intention to consume Halal. The confirmatory phase require a second sample that count 400 interviewees. The software of the data analyses that we have used were SPSS and AMOS to purify measurements, to test the research hypotheses and to validate the developed model. At the end of this research we hope to characterize and define the most important determinants' Muslim purchase intention of Halal foods. Therefore, we advance the necessary recommendations to the academicians interesting in this business field and the practices who enquiry to improve theirs offerings and theirs transactions turnover within this emerging consumption sector.
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