ali ghaedi; behzad izadi; Mohammadreza Ghasemian
Abstract
Objective: Neuromarketing is the knowledge that can examine the decisions and activities of the subconscious. The purpose of this study was to investigate the neuro – physiological responses of consumer to the Endorsement and discount strategies in sports products.Methodology: The research in terms ...
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Objective: Neuromarketing is the knowledge that can examine the decisions and activities of the subconscious. The purpose of this study was to investigate the neuro – physiological responses of consumer to the Endorsement and discount strategies in sports products.Methodology: The research in terms of purpose was an applied and In terms of the methodology was a Semi-experimental research. The statistical population of the study was 25-35 years old physical education students and the sample was 40 volunteers (20 men and 20 women). In order to provide research tool, images were adapted by two research strategies (endorsement and discount). Validity of images was confirmed by 10 sports marketing experts. Enobio electroencephalography device, 20 channels made in Spain, was used to record the waves. A self-assessment manikin was used to measure participant’s pleasure and 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 using of SPSS 22, Matlab 2013 b and descriptive statistics and inferential statistics including Friedman test and logistic regression.Result: The results showed that the changes of alpha and beta waves in the Endorsement strategy were lower than the discount strategy. This strategy involves the brain in frontal lobe greater than the discount strategy.Conclusion: Due to the greater effect of the endorsement strategy than the discount strategy on the neuropsychological responses of consumers, it can be used to more encourage consumers to use sports products.
mahdi bashiri; Rasoul Faraji; farideh alabaf yousefi
Abstract
Objective: The aim of this study was to evaluation of factors affecting on acceptance of products endorsing athletes from customers' perspective. Methodology: This is an applied descriptive study. The population of the study included all the sports store customers in Tabriz city. In this study a total ...
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Objective: The aim of this study was to evaluation of factors affecting on acceptance of products endorsing athletes from customers' perspective. Methodology: This is an applied descriptive study. The population of the study included all the sports store customers in Tabriz city. In this study a total of 350 questionnaires were distributed and finally 334 questionnaires were collected. For data collection athlete endorser effectiveness scale was applied. The face validity of the questionnaire was confirmed by 15 professors of sport management. The internal consistency of the questionnaire was determined with Cronbach's alpha coefficient (0.92). The hypotheses were examined by the structural equation modeling method using Smart PLS 3.00 software. Results: The results indicated that respectively athlete expertise, athlete trustworthiness, athlete attractiveness, athlete likability, athlete similarity and athlete familiarity has a significant and positive impact in accepting the famous athletes in advertising from the customers' perspective. Moreover, results indicated that 93% of criterion variables (acceptance athlete) were explained by the Predictor variables. Conclusion: Therefore, it is concluded that the familiarity of the athletes, athletes' attractiveness, athletes' expertise, athletes' similarity, lovable character and reliability of the athletes should be taken into account by the sports marketing companies in selecting athletes as endorsers.
omid jamshidi; nasr alah sajjadi; zeinabZeinab anetAnet; farokhFarokh kiaKia4
Abstract
Objective: Celebrities endorsment techniques is desirable way of advertising to create awareness and obtain outgrowth about products and services, and congruity the athlete with the product is concerned in order to to measure compliance with the product. The aim of this study is to investigate the relationship ...
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Objective: Celebrities endorsment techniques is desirable way of advertising to create awareness and obtain outgrowth about products and services, and congruity the athlete with the product is concerned in order to to measure compliance with the product. The aim of this study is to investigate the relationship between athlete and product congruity and goods purchase consumer in Ali Daeis shops in Tehran. Methodology: Statistical population were All patients required to stores that according to the infinity of the community, matching to Morgan table, 384 were chosen as samples. Results: For data analysis, descriptive statistics and also ranks average was used, Afterwards, the Kolmogorov-Smirnov test to confirm normal distribution of data, the research key issue by Amos structural equation modeling software was analyzed. Conclusion: The results showed a significant positive relationship between congruity of athlete and product with the customer sports using. We can also conclude that the tendency to consumption, media consumption, added value and known athlete properly explain the consumption of sports products and influencing it.
Hadi Bagheri; Hashem Kozechian; Mojtana Amiry; Mohammad Ehsani
Volume 5, Issue 2 , January 2017, , Pages 91-107
Abstract
Objective: This study aimed to analyze the endorsement of Iranian athletes.Methodology: This study was administered by using a grounded theory approach. Interviews (n=29) were conducted with famous athletes and coaches, legislators, and experts that selected by judgment sampling. Data were analyzed according ...
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Objective: This study aimed to analyze the endorsement of Iranian athletes.Methodology: This study was administered by using a grounded theory approach. Interviews (n=29) were conducted with famous athletes and coaches, legislators, and experts that selected by judgment sampling. Data were analyzed according to the open, axial and selective coding by using of Atlas.Ti software.Results: through the three coding phase, categories and sub-categories of athletes endorsement were identified and related to each other as follows: Causal conditions (individual and social factors, business-related factors, professional factors of sports industry, and media-related factors); Intervening and context condition (sociological factors, institutional factors, economic and trade-related factors, and media-related factors); Action strategies (governance actions, socio-cultural actions, sports organizations’ actions, commercial contract-related actions, media-related actions); and Consequences (social, national economy, professional, marketing and media consequences). Finally, coding paradigm described and theory was created.Conclusion: Current limitations of Iranian athletes’ endorsement have occurred under various situation. It is far from desired situation that may have undesirable consequences. However, it can be achieved desired situations by using practical strategies that may lead to considerable outcomes.
