Mahdi Bagheri; Alireza Elahi; Hossein Akbari Yazdi
Abstract
The aim of the present study was to investigate the effect of a sports celebrity’s brand image on loyalty of fans to products advertised by him/her and fans’ purchase intention toward products. For this purpose, standard questionnaires for athletes’ brand image(Arai Et al,2013), purchase ...
Read More
The aim of the present study was to investigate the effect of a sports celebrity’s brand image on loyalty of fans to products advertised by him/her and fans’ purchase intention toward products. For this purpose, standard questionnaires for athletes’ brand image(Arai Et al,2013), purchase intention(Diallo, 2012; Meyer,2010) and loyalty-to-brand of customers(Carroll & Ahuvia, 2006; Bennet & Rundle-Theile, 2002) were used. In order to determine the reliability of the tools, thirty questionnaires were accessed by fans experimentally through telegram and instagram social media. Obtained Cronbach's alpha coefficient and combined reliability. The size of sample was estimated to be 296 based on Cochran Formula and variance of infinite population. Descriptive statistics was used for categorization and summarization of raw data, and structural equations modeling was used among inferential statistics. The data were analyzed using SPSS and Amos 23. The results indicated that the most effect on the aspects of brand image were related to competing style in athletic performance aspect, to attractiveness in appearance attractiveness aspect, and to behavioral model in lifestyle aspect. Moreover, the most effect of aspects of brand image on loyalty and purchase intention was related to fashionable lifestyle. With respect to the results of the study, it can be asserted that the brand image of Hasan Yazdani in advertising of products results in loyalty of the fans toward the products and their purchase intention.
Hossein Kordlu; Ali Reza Elahi
Volume 5, Issue 3 , July 2018, , Pages 77-88
Abstract
This study aims to determine questionnaire standardize (validity and reliability) of word of mouth advertising in sport. The population of study includes all costumers of bodybuilding in Ilam’s that have one year attendance in this clubs. The sample consisted of 194 individuals according to the ...
Read More
This study aims to determine questionnaire standardize (validity and reliability) of word of mouth advertising in sport. The population of study includes all costumers of bodybuilding in Ilam’s that have one year attendance in this clubs. The sample consisted of 194 individuals according to the criterion of sample size for Factor Analysis (21 questioners). Measurement Instrument was of word of mouth advertising Jung (2007) included 6 subscales (Tie strength, Sender s expertise, Receivers expertise, Receivers risk perception, Reference group and actively sought by congruence). Using a three-step questionnaire and then for content validity of questionnaire was accepted after translating by 10 professors of sport management and specialists. Statistical methods were discretional indexes for describing data, Cronbach`s alpha and Composite Reliability for determining validity, analysis of an accepting factor to determine the validity. Results of the questionnaire showed acceptable reliability components (α, CR>.7). reliability for word of mouth advertising questionnaire. All factors had a significant relationship with concept word of mouth advertising in reliability of Structure, the amount of relationship and T-value. X2/df=1.31, RMSEA=0.040 indexes and CFI=0.99, IFI=0.99, NFI=0.95, AGFI=0.90 and GFI=0.94 also confirmed appropriateness of models.
hosein kordloo; reza khorshidi; alireza elahi
Volume 3, Issue 4 , September 2016, , Pages 25-34
Abstract
The purpose of this study is to describe and determine the relationship between word of mouth advertising and intention to revisit in Ilam’s bodybuilding clubs. The population of study includes all costumers of bodybuilding in Ilam’s that have one year attendance in this clubs. To do this, ...
Read More
The purpose of this study is to describe and determine the relationship between word of mouth advertising and intention to revisit in Ilam’s bodybuilding clubs. The population of study includes all costumers of bodybuilding in Ilam’s that have one year attendance in this clubs. To do this, 280 were randomly selected customers from bodybuilding clubs and data was collected through Junk word of mouth advertising questionnaire (2007) and reliability α=0.85, Lim intonation to revisited questionnaire (2006) and reliability α= 0.91. Research method was Correlational and Pearson correlation coefficient and linear regression were used for analyze data. The result of the regression analysis revealed that all the components of word of mouth advertising had the capability of predicting the customer intention to revisit in bodybuilding club (The component elements of receivers expertise). The component actively sought by congruence had the most effect and tie strength had the least effect on the customer intention to revisit in bodybuilding club.
Ali Ziaee; Alireza Elahi; Ieman Bakhshoodehniya
Volume 1, Issue 3 , May 2014, , Pages 51-62
Abstract
In this research, 167 published articles in 16numbers of Movement Sciences and Sport Journal of Kharazmi university from its first volume (2001, No. 1). To the last one (2010, No.16) was analyzed contently.This study’s instrument was a coded checklist that its content and face validity was confirmed ...
Read More
In this research, 167 published articles in 16numbers of Movement Sciences and Sport Journal of Kharazmi university from its first volume (2001, No. 1). To the last one (2010, No.16) was analyzed contently.This study’s instrument was a coded checklist that its content and face validity was confirmed by six experts in this field. With regard to low volume of sample and non-interference of personal opinions, the agreement coefficient between coders, was skipped. Results showed that the used average month to accept any article has been 6.4 months. Further, highest percentage of research study of shared articles has written by 3 authors. Analyzing of results related to the articles methodology identified that 159 articles (95.2%) have used quantitative research method and 8 articles (4.8%) have used qualitative research methods. Also, 73 articles (43.7%) are used the semi-experimental methods and 44 articles (26.3 %) are used correlation methods. More than half of the papers (56.8%), have been written only in two areas of sports management and sports physiology. In addition, findings suggest that the majority of studies were devoted to educational sport and the lowest of studies have been in the field of special people sports.With regard to the findings of this study, we can make suggestions to improve the quality of articles to magazine writers and officials.