Masoud Imanzadeh; Mehrdad Moharramzadeh; mahdi pashaie
Abstract
Objective: The purpose of present study was investigation of effectiveness of human brand of Ali Daei and Hossein Rezazadeh in Ardebil province. Methodology: Statistical Community of study included all entire of coaches, athletes, and referees that had sport insurance in Ardabil Province (N=25000), and ...
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Objective: The purpose of present study was investigation of effectiveness of human brand of Ali Daei and Hossein Rezazadeh in Ardebil province. Methodology: Statistical Community of study included all entire of coaches, athletes, and referees that had sport insurance in Ardabil Province (N=25000), and statistical sample based on Morgan table were considered 375 person randomly. Data were collected with sport human brand researcher made questionnaire that evaluates amount of effectiveness of of human brand of Ali Daei and Hossein Rezazadeh with 25 questions and 5 subscales include cultural, social, economical, political, and sport domains. Internal consistency of questionnaire were analysed with alpha cronbach 0.88. Data were analysed with one sample kolmogorov smirnov, Wilcoxon, and Friedman tests in significant lower than 0.05. Results: Results showed that there were significant differences between dimensions of effectiveness of Ali Daei human brand, and they were respectively included sport, cultural, social, political and economical effectiveness. Also results showed that there were significant differences between dimensions of effectiveness of Hossein Rezazadeh human brand, and they were respectively included sport, cultural, political, economical, social, and effectiveness Finaly results showed that Ali Daei were more effectiveness than Hossein Rezazasdeh in whole dimensions of brand effectiveness. Conclusion: In whole results supported the notion that Ali Daei and Hossein Rezazadeh were more effective in sport and cultural dimension, and Ali Daei human brand was better
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.
