Determining the effectiveness of endorsement of Iranian athletes on the purchase intention of customers

Abstract The purpose of this study was to determine the effectiveness of validation of Iranian athletes on the intention of customers to buy sports products. The research method was descriptive-survey and applied in terms of purpose, which was done in the field using a questionnaire. The statistical population of the study was all consumers of sports products that were validated by athletes. Sampling was done randomly and due to the unlimited population and according to Morgan table, ۳۸۴ people were selected and finally ۲۴۶ questionnaires were analyzed. The research tools included the Pitz Validation Effectiveness Questionnaire and the intention to purchase Chen. Structural equation model including confirmatory factor analysis, structural equations and path analysis were used to analyze the data. The software used for data analysis was SPSS software version ۲۱ and LISREL ۸.۸ software package. The results showed that the validation of Iranian athletes affects the intention of customers to buy sports products. Among all the components, the similarity component of the validator was the most important among the sample people and a significant relationship was observed with the intention to buy, and with a small distance, the component of the reliability of the validator athlete was the most important. After the above two components, the highest percentage of significant relationship with purchase intention was related to the components of lovable personality and expertise. Among all the components, the familiarity component of the validator, despite having a significant relationship with the intention to buy, was less important among the statistical sample. Finally, marketers of companies and institutions should consider the dimensions of similarity and reliability of the athlete when choosing a validator. It is also better for the athlete s certifier to be appropriate for the type of product selected for certification, which ultimately leads to consumer interest and the intention to buy. Keywords: Effectiveness, endorsement, athlete, purchase intention, customers.

Keywords:

Effectiveness , endorsement , athlete , purchase intention , customers