Sport Management Journal

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

Document Type : Research Paper

Authors

Shahram Nazari 1
Ahmad Mahmoudi 2
Mohammadhosein Ghorbani 3
Zahra Fakhri Enayat 4

1 Assistant Professor, factulty of Physical Education, University of Eyvanekey, Semnan, Iran

2 Assistant Professor, Department of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

3 PhD Student, Faculty of Physical Education & Sports Sciences, Allameh Tabataba'i University, Tehran, Iran

4 Master, factulty of Physical Education, University of Eyvanekey, Semnan, Iran

https://doi.org/10.22059/jsm.2020.284026.2292
Abstract
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).

Keywords

Endorsement
Brand Loyalty
Customers
non-sporting goods
Professional honesty
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Sport Management Journal
Volume 13, Issue 2
Spring 2021
Pages 617-637

  • Receive Date 22 June 2019
  • Revise Date 26 August 2019
  • Accept Date 21 April 2020

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