Volume 5, Issue 12 , December 2018, , Pages 1006-1024
Abstract
This paper attempts to propose Tunisian consumers' profile pre-occupied by ecology through the analysis of sociodemographics variables (such as age, sex, and occupation, level of education, revenue and place of residence) and psychographics variables (such as perceived consumer effectiveness, liberal ...
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This paper attempts to propose Tunisian consumers' profile pre-occupied by ecology through the analysis of sociodemographics variables (such as age, sex, and occupation, level of education, revenue and place of residence) and psychographics variables (such as perceived consumer effectiveness, liberal political orientation and behavioral spiritual commitment). To meet this end, we conducted a questionnaire survey next to 300 individuals. The results of the analysis of correlations indicated that the demographics variables age and occupation were significantly correlated with ecological behavior. Also, results show that all of the psychographics variables were significantly correlated with ecological behavior.
Sponsorship is a mode of communication that has led to the emergence of a growing body of literature. Most studies on sponsorship focused on the latter’s effectiveness yet were limited to the study of the influence of individual and situational variables. It was only recently that research on sponsorship ...
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Sponsorship is a mode of communication that has led to the emergence of a growing body of literature. Most studies on sponsorship focused on the latter’s effectiveness yet were limited to the study of the influence of individual and situational variables. It was only recently that research on sponsorship had developed an interest in emotions. Some authors have addressed this issue from an empirical standpoint. The present article attempts to examine the impact of emotional reactions to a sponsored program on consumer behavior in terms of the attitude towards the brand and the purchase intention. The empirical study focused on the case of television sponsorship and specifically on sports programs in Tunisia. A survey was conducted on a sample of 200 individuals. The results show the positive effect of emotions on attitude towards the brand and the purchase intention.
