2026-04-30T01:06:11Zhttps://riubu.ubu.es/oai/request

oai:riubu.ubu.es:10259/79732023-12-15T11:54:30Zcom_10259_4596com_10259.4_2574com_10259.4_106com_10259_2604col_10259_4597

Pérez-Villarreal, Héctor Hugo 57734e4c-dca2-46e1-9026-c0d3b0c9a796 600 Martínez Ruiz, María Pilar . 85aa6d7c-0065-45be-8488-e29b539fc933 600 Izquierdo Yusta, Alicia 300 600 0000-0001-5894-6577 2023-11-09T12:30:09Z 2023-11-09T12:30:09Z 2019-08 http://hdl.handle.net/10259/7973 10.3390/foods8090369 2304-8158 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 collected from a survey of 512 Mexicans fast-food consumers. Structural equation modeling was used to test the hypothesized associations. The results showed that food values and positive anticipated emotions absolutely impact the attitude toward the brand, which impacts the purchase intention of the Mexican consumers. Nonetheless, the positive anticipated emotions impact stronger than food values, and the best way to get a purchase intention is toward the attitude of the brand rather than attitude toward eating a hamburger. The authors discussed inferences and suggestions for consumer approaches. This research was funded by Universidad Popular Autónoma del Estado de Puebla (UPAEP), Sistemas de Información de Marketing: Sistemas de información, modelización y gestión para la toma de decisiones en Marketing and the APC was funded by UPAEP. application/pdf eng MDPI Foods. 2019, V. 8, n. 9, 369 https://doi.org/10.3390/foods8090369 Atribución 4.0 Internacional http://creativecommons.org/licenses/by/4.0/ info:eu-repo/semantics/openAccess Food values Positive anticipated emotions Attitude toward the brand Attitude toward eating a hamburger Purchase intention Comercio Alimentos Commerce Food 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? info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Foods 8 9 THUMBNAIL Pérez-foods_2019.pdf.jpg Pérez-foods_2019.pdf.jpg IM Thumbnail image/jpeg 3399 https://riubu.ubu.es/bitstream/10259/7973/4/P%c3%a9rez-foods_2019.pdf.jpg f570402762d229c292613e0cae20e1ab MD5 4 LICENSE license.txt license.txt text/plain; charset=utf-8 999 https://riubu.ubu.es/bitstream/10259/7973/3/license.txt b295bcbce42e2caabeb0c623d3860c06 MD5 3 CC-LICENSE license_rdf license_rdf application/rdf+xml; charset=utf-8 908 https://riubu.ubu.es/bitstream/10259/7973/2/license_rdf 0175ea4a2d4caec4bbcc37e300941108 MD5 2 ORIGINAL Pérez-foods_2019.pdf Pérez-foods_2019.pdf application/pdf 688154 https://riubu.ubu.es/bitstream/10259/7973/1/P%c3%a9rez-foods_2019.pdf ee019fd3ed1f39ed77d08d41a3a02b37 MD5 1 10259/7973 oai:riubu.ubu.es:10259/7973 2023-12-15 12:54:30.475 Repositorio Institucional de la Universidad de Burgos bubrep@ubu.es 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