مجلة المنظومة الرياضية
Volume 12, Numéro 2, Pages 205-225
2025-09-01
Effect Of Neuromarketing Strategies On Consumer Behavior: Case Study Of Algerian Sports Audiences
Authors : Bouafia Mostafa .
Abstract
This research aims to examine the impact of neuromarketing strategies on the behavior of sports consumers by analyzing their effectiveness in enhancing sponsor recall and building emotional connections between the Algerian sports audience and sponsoring brands. The study adopted a descriptive-analytical approach, utilizing a questionnaire as the primary data collection tool. The instrument was administered to a randomly selected sample of 135 Algerian sports audiences that follow local teams. The questionnaire covered three main dimensions: sponsorship awareness, emotional connection, and neuromarketing stimuli. The results indicated that neuromarketing strategies effectively enhance sponsor recall, positively influence audience perceptions of team professionalism, and increase neural attention and emotional engagement with the brand. The study recommends the adoption of neuromarketing techniques in sports advertising campaigns to maximize their impact and deepen audience engagement.
Keywords
Neuromarketing ; Consumer behavior ; Sports audiences ; Sponsorship ; Sports marketing
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