Survey the relationship between the endorsement of famous athletes with brand loyalty in customers of non-sporting goods

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NAZARI SHAHRAM; MAHMOUDI AHMAD; Ghorbani Mohammad Hosein; Fakhri Enayat Zahra

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Journal Paper

Paper Information

Journal: Sport Management Journal Year:2021 | Volume:13 | Issue:2 Page(s): 617-637

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Title

Survey the relationship between the endorsement of famous athletes with brand loyalty in customers of non-sporting goods

Author(s)

NAZARI SHAHRAM | MAHMOUDI AHMAD | Ghorbani Mohammad Hosein | Fakhri Enayat Zahra | Issue Writer Certificate

Keywords

EndorsementQ1

Brand LoyaltyQ1

CustomersQ1

non-sporting goodsQ1

Professional honestyQ1

Abstract

The purpose of this study was to survey the relationship between the Endorsement of famous athletes with Brand Loyalty in Customers of non-sporting goods. this descriptive study was a correlational and purposeful type. The statistical population of the study is buyers of sporting and non-sport products endorsed by Ali Daei (including Karmikhan Office). Given the uncertainty in the size of the population, the sample size was determined by the Cochran formula of 207 people. The data gathering tool was Brian Stein and Zhang (2005), and consumer literacy standard questionnaire. Brandy (2006). To analyze the findings, descriptive statistics indices such as frequency, mean and for inferential statistics of the Kolomograf Smirnov test to determine the natural distribution of the scores and to assess the relationship between the variables under Pearson correlation coefficient were used for SPSS software. Amos software was also used to design the research communication model. Pearson correlation test results showed, there was a positive correlation between the ability to be a star, a loving personality, a source of Attractiveness and Professional honesty ("Ali Daei") and loyalty to the brand of products (p ≤ 0. 01). But there was no correlation between the confirmation personality type (Ali Daei) and the loyalty to the brand of products (p≤ 0. 01).

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APA: Copy

NAZARI, SHAHRAM, MAHMOUDI, AHMAD, Ghorbani, Mohammad Hosein, & Fakhri Enayat, Zahra. (2021). Survey the relationship between the endorsement of famous athletes with brand loyalty in customers of non-sporting goods. SPORT MANAGEMENT (HARAKAT), 13(2 ), 617-637. SID. https://sid.ir/paper/410605/en

Vancouver: Copy

NAZARI SHAHRAM, MAHMOUDI AHMAD, Ghorbani Mohammad Hosein, Fakhri Enayat Zahra. Survey the relationship between the endorsement of famous athletes with brand loyalty in customers of non-sporting goods. SPORT MANAGEMENT (HARAKAT)[Internet]. 2021;13(2 ):617-637. Available from: https://sid.ir/paper/410605/en

IEEE: Copy

SHAHRAM NAZARI, AHMAD MAHMOUDI, Mohammad Hosein Ghorbani, and Zahra Fakhri Enayat, “Survey the relationship between the endorsement of famous athletes with brand loyalty in customers of non-sporting goods,” SPORT MANAGEMENT (HARAKAT), vol. 13, no. 2 , pp. 617–637, 2021, [Online]. Available: https://sid.ir/paper/410605/en

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