The impact of sports sponsorship on individuals' attitudes towards consuming MOBILIS products in Algeria, an exploratory study of a sample of individuals in Batna - Algeria

Abstract

This study aims to determine the impact
of the sports care used by Mobilis on the
attitudes of individuals in the city of
Batna towards the consumption of its
products. Data were collected from a
sample of 300 individuals by means of a
questionnaire designed for the purposes
of the study. The study also used
statistical methods to analyze and reveal
direct influence relationships between
the main independent variable (sports
sponsorship) and the dependent variable
(individuals' attitudes: perception,
feeling and buying intention).
The results of the study indicate that
there is an effect of the sports sponsor
used by Mobilis on the attitudes of
individuals towards consuming its
products. And that the respondents gave
priority to the components of attitudes in
the following order: feeling, perception,
and intention to buy. The results showed
that there is an effect of the football team
sponsorship on all components of the
individuals' attitudes.