Evaluation of factors affecting on acceptance of products endorsing athletes from customers' perspective

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BASHIRI MEHDI; FARAJI RASOUL; alabaf yousefi farideh

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Journal Paper

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Journal: SPORT MANAGEMENT AND DEVELOPMENT Year:2019 | Volume:7 | Issue:4 (16) Page(s): 89-104

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Title

Evaluation of factors affecting on acceptance of products endorsing athletes from customers' perspective

Author(s)

BASHIRI MEHDI | FARAJI RASOUL | alabaf yousefi farideh | Issue Writer Certificate

Keywords

famousQ1

athletesQ1

advertisingQ2

endorsementQ1

Abstract

Objective: The aim of this study was to evaluation of factors affecting on acceptance of products endorsing athletes from customers' perspective. Methodology: This is an applied descriptive study. The population of the study included all the sports store customers in Tabriz city. In this study a total of 350 questionnaires were distributed and finally 334 questionnaires were collected. For data collection athlete endorser effectiveness scale was applied. The face validity of the questionnaire was confirmed by 15 professors of sport management. The internal consistency of the questionnaire was determined with Cronbach's alpha coefficient (0. 92). The hypotheses were examined by the structural equation modeling method using Smart PLS 3. 00 software. Results: The results indicated that respectively athlete expertise, athlete trustworthiness, athlete attractiveness, athlete likability, athlete similarity and athlete familiarity has a significant and positive impact in accepting the famous athletes in advertising from the customers' perspective. Moreover, results indicated that 93% of criterion variables (acceptance athlete) were explained by the Predictor variables. Conclusion: Therefore, it is concluded that the familiarity of the athletes, athletes' attractiveness, athletes' expertise, athletes' similarity, lovable character and reliability of the athletes should be taken into account by the sports marketing companies in selecting athletes as endorsers.

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APA: Copy

BASHIRI, MEHDI, FARAJI, RASOUL, & alabaf yousefi, farideh. (2019). Evaluation of factors affecting on acceptance of products endorsing athletes from customers' perspective. SPORT MANAGEMENT AND DEVELOPMENT, 7(4 (16) ), 89-104. SID. https://sid.ir/paper/400486/en

Vancouver: Copy

BASHIRI MEHDI, FARAJI RASOUL, alabaf yousefi farideh. Evaluation of factors affecting on acceptance of products endorsing athletes from customers' perspective. SPORT MANAGEMENT AND DEVELOPMENT[Internet]. 2019;7(4 (16) ):89-104. Available from: https://sid.ir/paper/400486/en

IEEE: Copy

MEHDI BASHIRI, RASOUL FARAJI, and farideh alabaf yousefi, “Evaluation of factors affecting on acceptance of products endorsing athletes from customers' perspective,” SPORT MANAGEMENT AND DEVELOPMENT, vol. 7, no. 4 (16) , pp. 89–104, 2019, [Online]. Available: https://sid.ir/paper/400486/en

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