Document Type : Research Paper
Authors
1 Ph.D. Student of Sport Management, Allameh Tabataba'i University
2 Assistant Professor of Sport Management, Sport Science Research Institute
Abstract
The current study aimed to prioritize and rank factors affecting famous athletes’ endorsement of sports products from customers’ points of view. The statistical population of the study consisted of all female and male customers in Shiraz buying Majid’s products endorsed by Ali Karimi. Considering the infinite size of the statistical population, sample size was determined using Cochran’s formula (N=185). Data collection instrument was Braunstein & Zhang’s endorsement questionnaire (2005), face and content validity of which were already verified by Rasuli et al. (2014) and its reliability was measured using Cronbach’s alpha (α=0.927). To analyze data, we employed descriptive statistics such as mean and standard deviation as well as inferential statistics like confirmatory factor analysis using LISREL, factor analysis-Varimax rotation and Friedman test. The results showed that, of all components, likeable personality had the greatest importance, and components such as professional trustworthiness, source attractiveness, character style and the star power had the least importance. Thus, identifying factors affecting customers’ purchase intention through athletic endorsement is of paramount importance for industrial organizations’ managers and athletes to attract more customers through focusing on them.
Keywords
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