Modeling the Role of Endorsement on Brand Loyalty of Shooting Athlete with Mediating E- Worth of Mouth (Case Study: Walther Gun)

Document Type : Research Paper

Authors

1 M.Sc. Student in sport management, Karaj Branch, Islamic Azad University, Karaj, Iran

2 Assistant Prof. in sport management, Karaj Branch, Islamic Azad University, Karaj, Iran

3 Prof. in sport management, Karaj Branch, Islamic Azad University, Karaj, Iran

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 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.

Keywords

References

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History

  • Receive Date: 12 May 2020
  • Revise Date: 17 July 2020
  • Accept Date: 30 July 2020

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