Marjan Bahreini; Hossein Abdolmaleki; parivash noorbakhsh
Abstract
The purpose of this study was to investigate the role of Endorsement on Brand Loyalty of Shooting Athlete with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all ...
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The purpose of this study was to investigate the role of Endorsement on Brand Loyalty of Shooting Athlete with mediating of E- Word of mouth. The present study was applied in terms of purpose and in terms of descriptive-correlational data analysis method. The statistical population of the study was all men and women shooting athlete of all devisions of Iran league in 2019 year. According to the research objectives and based on PASS statistical software, the sample size was 150 people. The data gathering tool in this study were E- Word of mouth questionnaire of Bambuer (2011), Endorsement of Mahmoudi et al (2018) and Brand Loyalty Questionnaire of Mousavi et al. (2013). The results showed that the Endoresement has a direct impact on the Brand loyalty through the moderating role of the E- word of mouth advertising. In addition, E- word-of-mouth advertising has an impact on the Brand loyalty. Therefore, it can be said that effective advertising is an important tool for competitive advantage for sports organizations that can influence the decision of individuals to buy goods by certifying famous athletes on products or services.
Ali Ghaedi; Mohsen Smaeili; Mohammad Reza Ghasemian Moghadam; Behzad Izadi
Abstract
The purpose of this study was to investigate the role of famous endorsement athletes on decision to purchase of sport and non-sport products. In terms of purpose, the study was an applied and In terms of the methodology it was a Semi-experimental research. The statistical population of this study was ...
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The purpose of this study was to investigate the role of famous endorsement athletes on decision to purchase of sport and non-sport products. In terms of purpose, the study was an applied and In terms of the methodology it was a Semi-experimental research. The statistical population of this study was a group of 30-40 years old people from witch 30 volunteers (15 men and 15 women) were chosen as sample of the study. In order to provide the research tool, images which were adaptable with both of strategies (fit and unfit in product and endorser). Validity of images was confirmed by 10 sports marketing experts. Enobio, a spanish electroencephalography device, with 20 channels, was used to record the waves. A questionnaire was used to measure the decision of purchase and self-assessment manikin were used to measure arousal. By considering the role of the frontal lobe in attention, the alpha and beta waves in this area of the brain were examined by F3, F4 and FZ channels. Data were analyzed by SPSS 22, Matlab 2013 b softwares, descriptive and inferential statistics including Friedman test and logistic regression were used. The results showed that alpha and beta changes in the product – endorser fit strategy were higher than the product - endorser non fit. This strategy involves the brain in frontal lobe greater than the product - endorser non fit strategy. Therefore, marketers and researchers can use this finding to make more effectiveness their promotional strategies.