نوع مقاله : مقاله پژوهشی
1 دانشیار مدیریت ورزشی، دانشکده تربیت بدنی و علوم ورزشی دانشگاه تهران، تهران، ایران
2 استادیار مدیریت ورزشی، گروه علوم ورزشی، دانشگاه شهید مدنی آذربایجان، تبریز، ایران
عنوان مقاله [English]
The aim of this study was to determine the effect of Iranian famous athletes’ endorsement on attitude and purchase intention of customers and to develop a model of endorsement. The research method was correlation carried out as a field using a questionnaire. The population consisted of the students of physical education and sport sciences of state universities in Iran. The sampling method was cluster-random and finally 823 questionnaires were analyzed. Data were collected using questionnaires of sport and athlete identification, perceived value, Star power (SASP), product-endorser match-up, and purchase intention. To analyze data, Cronbach’s alpha coefficient, confirmatory factor analysis (CFA), structural equation modeling (SEM), Pearson correlation coefficient and multiple regression in SPSS19 and Liserel8.8 were used. The confirmatory factor analysis (CFA) showed that all coefficients were significant and main indexes of model’s fit showed that the model was good and suitable to extract the relationships among variables. There was a significant correlation between all components of star power of athletes and attitude and purchase intention. Multiple regression showed that 22% of variations in dependent variable (attitude towards product) was related to attractiveness and dependence, and also 16% of variations in dependent variable (purchase intention) was related to attractiveness, dependence, likeable personality and expertise. Also, the model proposed for endorsement was fitted using SEM. Finally, it is necessary to consider the dimensions of star power in the process of selecting athlete endorsers. It is also recommended that there should be a congruence between the athlete endorser and endorsed product. Those mentioned factors finally provoke interest in customers and their purchase intention.
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