نوع مقاله : مقاله پژوهشی
نویسندگان
1 . کارشناسارشد مدیریت ورزشی، دانشگاه تبریز، تبریز، ایران
2 استادیار گروه تربیت بدنی، دانشگاه تبریز، تبریز، ایران
کلیدواژهها
عنوان مقاله English
نویسندگان English
Advertising has always played an important role in growing process of various products and celebrities attract more people to sport and sports goods purchase. This research studied the relationship between advertisement by celebrities and the willingness to buy sports shoes in Tabriz. This survey was conducted through a researcher-made questionnaire. The validity of this questionnaire was confirmed by professors and the reliability was confirmed as α=0.93 using Cronbach's alpha. The sample consisted of 600 customers of sports shoes determined by Cochran formula. The data were first arranged using descriptive statistics and then analyzed using Kolmogorov-Smirnov test and Pearson correlation coefficient (α=0.01). The results showed a positive and significant relationship between the employment of sports celebrities and customers willingness to buy sports shoes (r=0.75). The coefficient of determination (r=0.56) showed that the employment of celebrities had a relationship with 56% of variance of dependent variable (i.e. willingness to buy sports shoes).
کلیدواژهها English
7- Aaker, D. (2004). "Brand portfolio strategy, creating relevance, differentiation, energy, leverage and clarity". New York: Free Press, p:38.
8- Bravn, P. (2001). "Building value-based branding strategies". Journal of Strategic Marketing, 9, pp: 255-268.
9-Choi, S. M., Wei, N., Hee, J. K. (2005). "Lessons from the rich and famous: A cross-cultural comparison of celebrity endorsement in advertising". Journal of Advertising, 34(2), pp: 85-98.
10-Grant, M. (1989). “Who is the celebrity endorser? Cultural foundations of the endorsement process". Journal of Consumer Research, 16(3), pp: 310-321.
11- Hsu, C. K., Daniella, M. (2002). "An examination on multiple celebrity endorsers in advertising". Journal of Product & Brand Management, 11(1), pp: 19-29.
12-Jochen, M. (2012). "Sports, sporting goods and the sports business". WIPO Magazine, 9, pp: 22-27.
13- Kelleris, J. J., Rice, R. C. (1993). "The influence of tempo, loudness gender of listener on response's music". Psychology and Marketing 10(1), pp: 15- 29.
14- Kumar Gupta, D. (2007)."Impact of celebrity endorsement on consumer buying behavior and brand building". Journal of Business Research, 21, pp: 84 – 183.
15-Rauch, G. E. D. (2006). "The image of women in television, commercials". Journal of Broadcasting & Electronic Media, 2, pp: 231 – 237.
| تعداد مشاهده مقاله | 2,933 |
| تعداد دریافت فایل اصل مقاله | 1,797 |
