نوع مقاله : مقاله پژوهشی
نویسندگان
1 استادیار مدیریت ورزشی دانشگاه قم، قم، ایران
2 دانش آموخته کارشناسی ارشد مدیریت ورزشی دانشگاه قم، قم، ایران
3 استادیار مدیریت ورزشی دانشگاه صنعتی شاهرود، شاهرود، ایران
چکیده
هدف: هدف از این پژوهش خرید مجدد و وفاداری مشتریان بر اساس نقش صحه گذاران ورزشی بود. این مطالعه از نوع علت و معلولی است و یک پژوهش کاربردی به شمار می‌آید که به‌صورت پیمایشی انجام شد.
روش‌شناسی: نمونه آماری پژوهش شامل 400 نفر از مشتریان محصولات غیرورزشی در مراکز خرید و فروشگاه‌های شهر اصفهان بود که به‌صورت دردسترس انتخاب شدند. ابزار اندازه‌گیری، پرسشنامه های کردلو و همکاران (2015) برای سنجش باورپذیری تبلیغات، پرسشنامه اعتماد به محصول ( بالستر،2004) و خرید مجدد و پرسشنامه وفاداری مشتریان (لیو، 2008) مورد استفاده قرار گرفت. روایی صوری و محتوایی پرسشنامه‌ها با نظرسنجی چند تن از متخصصان حوزه مدیریت ورزش و پایایی آن با استفاده از آلفای کرونباخ تأیید شد. (آلفای کرونباخ به ترتیب :( 91/. ، 70/. ، 75/. و 88/. ) داده‌ها با استفاده از آمار توصیفی (شاخص های گرایش مرکزی و پراکندگی) و استنباطی ( آزمون معادلات ساختاری) و با نرم افزارهای SPSS و Lisrel تجزیه و تحلیل شد.
یافته‌ها: یافته‌ها نشان داد که مولفه اطلاعات محصول بیشترین تاثیر را در تبلیغات محصولات غیر ورزشی داشت و تبلیغ محصولات غیرورزشی توسط صحه‌گذاران ورزشی از دیدگاه مشتریان بر اعتماد به محصولات اثرگذار است. اعتماد به محصولات نیز بر خرید مجدد و وفاداری تاثیر معنی‌داری دارد و مدل مفهومی تحقیق از برازش مناسبی برخوردار است.
نتیجه‌گیری: بر اساس یافته ها پیشنهاد می شود تولیدکنندگان کالاها و محصولات غیرورزشی می‌توانند به منظور جلب اعتماد بیشتر مصرف کنندگان از صحه گذاران ورزشی در تبلیغ محصولات خود استفاده کنند.
کلیدواژه‌ها
عنوان مقاله [English]
Modeling the Relationship Between Nonsport Products Advertised by Sport Celebrity Endorsers, with Trust, Repurchasing and Loyalty of Consumers
نویسندگان [English]
- Javad Adabi Firouzjah 1
- Hossein Alimohammadi 1
- Atefeh Adeli 2
- Hadi Bagheri 3
1 Assistant Professor, University of Qom,Qom, Iran
2 M.A Sport Management, University of Qom, Qom, Iran
3 Assistant Professor, Shahrood University of Technology, Shahrood, Iran
چکیده [English]
Objective The main purpose of this study was to examine the relationship between the credibility of consumers of non-sport products based on the role of sports celebrity endorsers with trust, re-purchasing and loyalty.
Methodology :This study was conducted as a survey of applied research. The research sample consisted of 400 consumers of non-sport products in shopping centers and stores in Isfahan which were selected as available. The measuring instrument consisted of Kurdlo et al. (2015) questionnaire for trustworthiness of advertising, questionnaire on product trust and re-purchase and customer loyalty questionnaire.The face and content validity of the questionnaires were confirmed by a survey of several sports management experts and its reliability using Cronbach's alpha. (Cronbach's alpha is ./91, ./70, ./75 , ./88). The data were analyzed using descriptive statistics (central tendency and dispersion indices) and inferential (structural equation test) and analyzed by SPSS and Lisrel software.
Results:The findings showed that the product information had the most impact on the non-sports product advertising and the advertising of non-sport products by sports endorsers from the point of view of customers affects the trust in products.
Conclusion:Based on the findings, non-sport product producers can be used to advertise their products in order to attract more consumer confidence from sports endorsers.
کلیدواژه‌ها [English]
- Advertising
- Sport Endorsers
- Customer
- Loyalty
- Trust
- Alwitt, L. F., & Prabhaker, P. R. (1992). Functional and belief dimensions of attitudes to television advertising: Implications for copytesting. Journal of advertising research.
- Ameri, M. S., & Bashiri, M. (2010). Evaluation of sport sponsorship as an element of sport marketing mix. World Journal of Sport Sciences, 3(1), 17-27. [persian]
- Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness: A quantitative synthesis of effect size. International journal of advertising, 27(2), 209-234.
- Arshad, S., Ikram, M., Yahya, M., & Nisar, Q. A. (2017). Does Celebrity Endorsement Influence the Corporate Loyalty: Mediating Role of Corporate Credibility. J. Soc. Sci. Humanit. Educ, 1, 308-319.
- Audi, M., Al Masri, R., & Ghazzawi, K. (2015). The effect of celebrity endorsement on creating brand loyalty: an application on the lebanese cosmetic sector’s demand. International Journal of Business Management and Economic Research, 6(5), 273-287.
- Babu, M. N., & Latha, K. L. (2014). The impact of celebrity endorsement on purchase decision of telecom users-a case of engineering students. Global J Adv Res, 1(2), 289-305.
- Bagheri, H. (2014). Analysis of present state of Iranian athletes endorsement for commercial products and services and introducing model of sports endorsement development for Iran. (Doctoral Disertation), Tarbiat Modares University. [persian]
- Braunstein‐Minkove, J. R., Zhang, J. J., & Trail, G. T. (2011). Athlete endorser effectiveness: model development and analysis. Sport, Business and Management: An International Journal.
- Bush, A. J., Martin, C. A., & Bush, V. D. (2004). Sports celebrity influence on the behavioral intentions of generation Y. Journal of advertising research, 44(1), 108-118.
- Carlson, B. D., Donavan, D. T., Deitz, G. D., Bauer, B. C., & Lala, V. (2020). A customer-focused approach to improve celebrity endorser effectiveness. Journal of Business Research, 109, 221-235.
- Chaudhary, U., & Asthana, A. (2015). Impact of celebrity endorsements on consumer brand loyalty: Does it really matter? International Journal of Scientific and Research Publications, 5(12), 220-225.
- Dean, D. H., & Biswas, A. (2001). Third-party organization endorsement of products: An advertising cue affecting consumer prepurchase evaluation of goods and services. Journal of advertising, 30(4), 41-57.
- Elberse, A., & Verleun, J. (2012). The economic value of celebrity endorsements. Journal of advertising research, 52(2), 149-165.
- Fung, H. P. (2011). Factors Influencing Malaysian it Outsourcer's Repurchase Intention–A Conceptual Paper. Available at SSRN 2539661.
- Grewal, D., Hardesty, D. M., & Iyer, G. R. (2004). The effects of buyer identification and purchase timing on consumers' perceptions of trust, price fairness, and repurchase intentions. Journal of interactive marketing, 18(4), 87-100.
- Hassani, Z., Goodarzi, M., Jalali, F., M , & Ghahfarrokhi, A. (2019). The Effect of Athlete Brand on Identification and Effectiveness of Celebrity Athlete Endorsement Sport Management Studies, 8(40), 131-146. [persian]
- Hawkins, D., Best, R., & ani, K. (2006). Consumer behavior: Marketing strategy development.translated by Rousta,A and Bathaei, A., Sargol Publications.
- Jafarzadeh Kenari, M. (2012). Studying brand equity in terms of beliefs shaping consumers’ attitudes toward advertising through sport (football). (M.A Thesis), Allameh Tabataba'i University. [persian]
- Khudadad Hosseini, H., Jafarzadeh Kenari, M., & Bakhshizadeh, A. R. (2015). A study of brand equity from the standpoint of beliefs shaping consumer attitudes towards advertising through sport (football). Sport Management Studies, 2, 33-58. [persian]
- Kim, S. S., Lee, J., & Prideaux, B. (2014). Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37, 131-145.
- Kordlu, H. (2011). Beliefs and Attitude of Iranian Football Premier League`s Spectators toward Advertising through Sport. (M.A Thesis), Kharazmi University. [persian]
- Kordlu, H., Elahi, A. R., & Khodayari, A. (2015). Standardization of verbal means of advertising through sport. Sport Management and Motor Behavior, 9. [persian]
- Mahmoudi, A., Honary, H., Habibi Rad, A., & Rasuli, M. (2019). Validity and Reliability Assessment of Farsi Version of Famous Athletes Validation Questionnaire on Sporting Goods from Customer's Viewpoint. Research in Sport Management and Motor Behavior, 8(15), 65-79. [persian]
- Mahmoudi, A., Rasouli, S. M., & Motaghi Shahri, M. H. (2018). Prioritizing the Factors Affecting the Promotion of Famous Athletes on Sports Products. Sport Management Studies, 9(41), 61-80. [persian]
- Morgan, G. (2004). Spending on sport sponsorship? Just think of it as a transfer fee. Marketing Week, 27(11), 18-19.
- Muharramzade, M. (2009). Sports Marketing Management: Urmia University Jihad Publications.[persian]
- Nelson, O. (2012). Celebrity advertising and its effectiveness on brand loyalty. Interdisciplinary Journal of Contemporary Research in Business, 1(9), 70-87.
- O’Mahony, S., & Meenaghan, T. (1998). The Impact of Celebrity Endorsements on Customers.
- Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers' perceived expertise, trustworthiness, and attractiveness. Journal of advertising, 19(3), 39-52.
- Pickett, A. C., & Brison, N. T. (2019). Lose like a man: body image and celebrity endorsement effects of weight loss product purchase intentions. International journal of advertising, 38(8), 1098-1115.
- Pyun, D. Y. (2006). Proposed model of attitude toward advertising through sport.
- Rasooli, M., Saatchiyan, V., & Elahi, A. R. (2014). Forecast the ability of athletes to confirm their intention to buy customers: Case Study. Sport Management Studies, 6(24), 59-74. [persian]
- Ricky, A., & Pratiwi, D. S. (2017). Effects Of Celebrity Endorsement On Customer Trust And Loyalty: Case Study On Pilgrims In Aceh. Paper presented at the 2nd International Conference on Accounting, Management, and Economics 2017 (ICAME 2017).
- Sajjadi, S. N., Omidi, A. R., & Zare, G. (2007). The relationship between the use of sports images in advertising and the consumer behavior of athletics. Motion Magazine(34), 83-93. [persian]
- Shahbazi, E. (2011). The celebrities’ role in commercial advertising in Iran. (Doctoral Disertation), Islamic azad university Central Tehran Branch. [persian]
- Sheu, J.-B. (2010). A hybrid dynamic forecast model for analyzing celebrity endorsement effects on consumer attitudes. Mathematical and Computer Modelling, 52(9-10), 1554-1569.
- Wang, S. W., Kao, G. H.-Y., & Ngamsiriudom, W. (2017). Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector. Journal of Air Transport Management, 60, 10-17.
- Wei, P.-S., & Lu, H.-P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193-201.
- Yousefi, B., Taheri, H. R., & shojaei, V. (2007). A survey on the status of sports marketing through Internet in Iran with emphasis on elements 4p. Research in Sport Sciences, 15, 81-95. [persian]
- Zarepour khalkyaseri, J. (2016). The effect of customer satisfaction on customer repurchase intention through trust and loyalty of customers in Mashhad reputable online shops. (M.A Thesis), Ferdowsi University of Mashhad. [persian]
)