The effect of the Perceived value Sports and non-sports products on the Purchase Intention Endorse Congruence
Subject Areas : Innovation in Sports Management
kaveh mirani
1
,
farshad tojari
2
*
,
negar arazeshi
3
1 - Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
2 - Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran
3 - Assistant Professor, Motor Behavior Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran
Keywords: Promotion, Endorsement, Sports Celebrities Endorsements, Celebrity Endorsements.,
Abstract :
This study aims to influence Perceived value Sports and non-sports products Purchase Intention Endorse Congruence Done. It is worth mentioning that this research was a descriptive and correlational study. The statistical population of this research consisted of two parts, the first part for the selection of Endorsement and products were considered, finally Ali Daei and Shahrbanu Mansoorian were chosen as famous sports endorsers and Amin Hayai and Elham Hamidi were chosen as famous endorsers. Also, the Meroj brand was selected as a sports product and the Novin Leather brand was selected as a non-sports product. The second part was formed by the customers of the products (sports and non-sports) and the sampling method was stratified random. The sample size was estimated to be420 people. To collect data, three questionnaires related to personal information, Perceived value and purchase intention were used respectively. The formal and content validity of the research tool was confirmed by a group of expert professors and its construct validity was confirmed by confirmatory factor analysis based on the structural equation model. Also, the reliability of the questionnaires was reported using Cronbach's alpha coefficient. For data analysis, SPSS, AMOS and SmartPLS software were used was used. The results showed that the endorsement of sports celebrities on sports and non-sports products has a greater effect than the endorsement of celebrities on sports and non-sports products. It is suggested that companies and organizations focus on star athletes; Because star athletes are undoubtedly in the spotlight and more people in society are involved with them.
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