Interpretive structural modeling of components of athlete Endorsement

Subject Areas : Sport Marketing

Kaveh Mirani ¹ ( Sports Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran. )
Farshad Tojari ² ( Sports Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran. )
Negar Arazesh ³ ( Sports Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran. )

Received: 2023-06-03 Accepted : 2023-08-07 Published : 2023-08-23

Keywords: Interpretive Structural Modeling, Endorsement, Sports celebrities, promotion,

Abstract :

One of the most important ways that sports products and services can be introduced to consumers is promotion.Therefore, the aim of this study was to interpret the structural modeling of the components of athlete Endorsement The research method was mixed(qualitative-quantitative) and applied in terms of purpose First, the indicators and components of athletes'Endorsement are identified based on literature study and content analysis and comparative related research and interviews with experts and specialists, and then using the methodology of modern structural-interpretive modeling(ISM) analysis of the relationships between indicators. And athletes Endorsement components were determined and analyzed in an integrated manner;Finally, using MICMAC analysis, the type of variables was determined according to the effect on other variables. The results of the analysis showed that the personality type component of effective role, trustworthiness component, influential role and lovely personality components, having the desired grooming, communication ability,ability of appropriate personal characteristics, having the necessary acceptability, responsibility, professional honesty, Attitude, motivation and empathy play both effective and influential roles.In explaining these results, it can be said that Endorsement depends more on the component of personality type.The influential component of personality type is the most critical component, because Endorsement changes depend on the personality type component;Therefore, the amount of control over this variable is very important.On the other hand, this variable is the system input variables. According to the results, it is suggested that companies, organizations use celebrities in the discussion of sports certifiers who have a high personality type to be more effective in Endorsement.

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