Amirkhani, A., Amani, M., Tab, M., and Arjmandi, A. (2012).The status of marketing information systems for the medium and large enterprises of the food industry. Journal of Business Management, 4(13), 1-24. [in Persian]
Arshad, S., Ikram, M., Yahya, M., & Nisar, Q. A. (2017). Does Celebrity Endorsement Influence the Corporate Loyalty: Mediating Role of Corporate Credibility?. International Journal of Social Sciences, Humanities and Education, 1(4), 308-319.
Bagheri, H. (2015). Analysis of present state of Iranian athletes’ endorsement for commercial products and services and introducing model of sports endorsement development for Iran. Doctoral dissertation of Sports management, Tarbiat Modares University.
Bahrami, S. (2016). Determining the relationship between attitudes toward reputable advertising and brand equity with buying advice to others. Marketing Management, 10(33), 92-102.
Bashiri, M., Faraji, R., & Alabaf Yousefi, F. (2018). Evaluation of factors affecting on acceptance of products endorsing athletes from customers' perspective. Sport Management Development, 7(4), 90-104.
Bauer, R. A., & Greyser, S. A. (1968). Advertising in America: The Consumer View. Boston: Harvard University. Bauer Advertising in America: The Consumer View1968, 67, 874-880.
Beltraminal, R. F. (1982). Advertising perceived believability scale. Proceedings of the southwestern marketing association, 1, 1-3.
Braunstein, J. R., & Zhang, J. J. (2005). Dimensions of athletic star power associated with Generation Y sports consumption. International Journal of Sports Marketing and Sponsorship, 6, 37-62.
Cheong, C., Pyun, D. Y., & Leng, H. K. (2019). Sponsorship and advertising in sport: a study of consumers’ attitude. European Sport Management Quarterly, 19(3), 287-311.
Czarnecka, B., & Schivinski, B. (2019). Do consumers acculturated to global consumer culture buy more impulsively? The moderating role of attitudes towards and beliefs about advertising. Journal of Global Marketing, 32(4), 219-238.
Esmaeilpour, M., Bahrainizad, M., & Zarei, K. (2017). Investigating the Effect of Celebrity Endorsements in Advertising on Consumer Attitudes toward Advertising. Journal of New Marketing Research, 7(1), 1-22.
Holt, J. K. (2004). Item parceling in structural equation models for optimum solutions. In annual meeting of the mid-western educational research association, 2-7.
Ilicic, J., & Webster, C. M. (2011). Effects of multiple endorsements and consumer-celebrity attachment on attitude and purchase intention. Australasian Marketing Journal, 19(4), 230-237.
James, J. D. (2009). Enhancing advertising communications: Developing a model of beliefs about advertising through sport. International Journal of Sport Communication, 2(1), 1-20.
Keat, L. H. (2011). Beckham vs Fandi: The Effectiveness of Local Sports Celebrities in advertisements. Singapore, International Conference on Social Science and Humanity (IPEDR), 5, 171-174.
Keshavarz, E. (2012). Advertising and culture (3nd Ed.). Tehran, Citeh, 232. [in Persian]
Khodadad Huosseini, S. H. KH., Jafar Zadeh Kenari, M., Bakhshi Zadeh, A. R. (2015). Studying brand equity in terms of beliefs shaping consumers’ attitudes toward advertising through sport (football). Sport Management Studies, 7(28), 33-54. [in Persian]
Kordloo, H., Elahi, A., & Khodayari, A. (2015a). The cause and effect relation between beliefs, attitude toward advertising through sport and attitude toward common advertising: the results of structural equations model. Sport Management Studies, 7(30), 203-224. [in Persian]
Kordloo, H., Elahi, A., & Khodayari, A. (2015b). The standardization of the believability measure of advertising through exercise. Journal of Research in Sport Management and Behavioral Movement, 5(9), 62-71. [in Persian]
Kunkel, T., Walker, M., & Hodge, C. M. (2019). The influence of advertising appeals on consumer perceptions of athlete endorser brand image. European Sport Management Quarterly, 19(3), 373-395.
Lee, Y., & Koo, J. (2015). Athlete endorsement, attitudes, and purchase intention: The interaction effect between athlete endorser-product congruence and endorser credibility. Journal of Sport Management, 29(5), 523-538.
Ling, K. C., Piew, T. H., & Chai, L. T. (2010). The determinants of consumers’ attitude towards advertising. Canadian social science, 6, 114-126.
Liu, W. L. (2002). Advertising in China: product branding and beyond. International Journal of Corporate Communications, 7 (2), 117-25.
McCormick, K. (2018). Athletic Endorsements and Their Effect on Consumers’ Attitudes and Consumption, 1-36.
Mohsenin S. H., & Esfidani M. R. (2014). Structural equations based on partial least squares approach with the help of Smart-PLS software (1st Ed). Tehran, Institute of Kindness Publishing. [in Persian]
Munusamy, J., & Wong, C. H. (2007). Attitude towards advertising among students at private higher learning institutions in Selangor. Unitary E-journal, 3, 31-51.
Petrovici, D., & Marinov, M. (2007). Determinants and antecedents of general attitudes towards advertising: A study of two EU accession countries. European journal of marketing, 41, 307-326.
Petrovici, D., Golden, L. L., & Orazbek, D. (2019). Relative Effectiveness of Direct and Indirect Comparative Advertising: The Role of Message Framing and Gender on Believability and Attitude Certainty: An Abstract. In Academy of Marketing Science Annual Conference, 671-672.
Popovic, S. (2019). Beliefs about the influence on attitudes of Turkish university students toward advertising through sport. Sport Mont, 17(2), 9-15.
Pyun, D. Y., & James, J. D. (2011). Attitude toward advertising through sport: A theoretical framework. Sport Management Review, 14(3), 33-41.
Pyun, D. Y., James, J. D., & Kwon, H. H. (2008). A reexamination of the factor structure of beliefs about advertising through sport: A Singapore case. In Proceedings of the 6th annual conference of the sport marketing association, 6, 171-179.
Ranjbarian, B., Shekarchizade, Z., & Momeni, Z. (2010). Celebrity Endorser Influence on Attitude Toward Advertisements and Brands. European Journal of Social Sciences, 13(3), 399-407.
Rasooli, S.M., Saatchian, V., Elahi, E. (2014). Prioritization the aspects of athlete's endorsement on costumers purchase intention. Sport Management Studies, 6(24), 59-74. [in Persian]
Rosca, V. (2010). Celebrity Endorsement in advertising. Management and Marketing Journal, 8 (2), 365-372.
Rosta, A., Khoyeh, A. (2008). Tactics and Advertising Techniques (5nd Ed). Tehran, Citeh, 216. [in Persian].
Sehhat, S., JafarzadehKenari, M., & Abdollahi, H. (2015). The Role of Beliefs Shaping Customers' View toward Advertising through Sport (Football) in Brand Equity Promotion. International Journal of Scientific Management and Development, 2, 493-504.
Shahbandarzadeh, H., & Khosravi Laghab, Z. (2015). Identifying the Factors Affecting People's Attitudes to Advertising (Case Study: Bushehr University of Persian Gulf Students). New Marketing Research, 5(3), 69-86.
Sweeney, J., & Swait, J. (2008). The effects of brand credibility on customer loyalty. Journal of retailing and consumer services, 15, 179-193.
Tabatabaei Nasab, S.M., & Parish, F. (2015). Consumers’ Attitude towards Advertising. Journal Management System, 7(13), 1-23. [in Persian]
Verstraten, R. (2015). The effect of advertising credibility: could it change consumers’ attitude and purchase intentions? Master thesis Economics & Business, Erasmus University Rotterdam.
Yoon, S. J., & Choi, Y. G. (2005). Determinants of Successful Sports Advertisements: The Effects of Advertisement Type, Product Type and Sports Model. Brand Management, 12, 191-205.