Testing Model of Purchase Intention for Fast Food in Mexico: How do Consumers React to Food Values, Positive Anticipated Emotions, Attitude toward the Brand, and Attitude toward Eating Hamburgers?

Héctor Hugo Pérez-Villarreal
Héctor Hugo Pérez-Villarreal

FOODS, pp. 3692019.

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Abstract:

This research investigated the effect of the food values, positive anticipated emotions, attitude toward the brand, and attitude toward eating a hamburger on purchase intention in fast-food restaurants in Mexico conjointly. The purpose of this study was to discover which variables influenced the consumer ' s intention to buy. Data was col...More

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