The effect of the perceived value of sports and non-sports products on the purchase intention of According to the mental involvement of the Congruence Endorse

Articles in Press

Document Type : Original Article

Authors

1 Sports Management Department, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

2 Department of Sports Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

3 Department of Motor behavior, Central Tehran Branch, Islamic Azad University, Tehran, Iran.

10.22034/sms.2024.141312.1354

Abstract

One tactic that makes products stand out and stand out so that customers want to use them again is celebrity endorsements.Therefore, this research with the purpose The effect of the perceived value of sports and non-sports products on the purchase intention of According to the mental involvement of the Congruence Endorse Done. The research method was descriptive-correlation. The statistical society consists of two parts: the first part is to determine endorsements and products, in which Ali Daei and Shahrabano Mansoorian were chosen as athlete endorsements and Amin Hayaei and Elham Hamidi were chosen as celebrity edorsements. Also, Brand mejid was chosen as a sports product and Brand nvin Leather as a non-sports product were chosen, the sampling method was purposeful.The second part was formed by customers of products (sports and non-sports). which included clients with mental involvement (high and low).The sampling method was stratified random. The volume was estimated to be 420 people. To collect data, Li et al perceived value questionnaire (2021) Li et al (2021) purchase intention, and Involvement Bian and Moutinho (2011) were used. Data analysis was done using Spss, Amos and Smart PLS software. According to the results, it can be said that the endorsement of sports celebrities on sports and non-sports products has a greater impact than the endorsement of celebrities on sports and non-sports products. It was also found that the endorsement of sports celebrities on sports and non-sports products can lead to the purchase intention of customers who have high and low mental involvement.

Keywords

Main Subjects

Sports Marketing Studies

Articles in Press, Accepted Manuscript
Available Online from 22 July 2024

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