The impact of celebrity endorsement of sporting goods on consumer purchasing behavior
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Consumer Behavior Review |
Texto Completo: | https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/251296 |
Resumo: | The aim of this research is examine the impact of celebrity endorsement of sports goods on customer purchasing behavior, and to compare the effectiveness of the relevant components at different ages. The research is applied in terms of objective, and it is exploratory-survey in terms of methodology, and data collection was done through questionnaire and field methods. The target statistical population includes all residents of Mashhad, which are totally more than 3 million. In the present research, given the attributes of the statistical population, two-stage cluster sampling method was chosen. In this method, every citizen of Mashhad was considered a sample unit. In this research, the effects of celebrity endorsement are considered as predictor variable, and the relevant dimensions include celebrity availability, validity, credibility, physical attractiveness, popularity, motivation, nationality, fame, celebrity-consumer match, celebrity personality and lifestyle, celebrity’s use of brand, and celebrity-product compatibility. In the research, consumer purchasing behavior is the criterion variable. Following the hypothesis testing, the article comes to the conclusion that some components influence consumer behavior, and the impact of various factors on age, gender, and different educational levels are investigated as well. |
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Consumer Behavior Review |
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The impact of celebrity endorsement of sporting goods on consumer purchasing behaviorO impacto do endosso de artigos esportivos por celebridades no comportamento de compra do consumidorcelebrity endorsement of productcustomer purchasing behaviorinfluential components at different ages.endosso de produtos de celebridadescomportamento de compra do clientecomponentes influentes em diferentes idades.The aim of this research is examine the impact of celebrity endorsement of sports goods on customer purchasing behavior, and to compare the effectiveness of the relevant components at different ages. The research is applied in terms of objective, and it is exploratory-survey in terms of methodology, and data collection was done through questionnaire and field methods. The target statistical population includes all residents of Mashhad, which are totally more than 3 million. In the present research, given the attributes of the statistical population, two-stage cluster sampling method was chosen. In this method, every citizen of Mashhad was considered a sample unit. In this research, the effects of celebrity endorsement are considered as predictor variable, and the relevant dimensions include celebrity availability, validity, credibility, physical attractiveness, popularity, motivation, nationality, fame, celebrity-consumer match, celebrity personality and lifestyle, celebrity’s use of brand, and celebrity-product compatibility. In the research, consumer purchasing behavior is the criterion variable. Following the hypothesis testing, the article comes to the conclusion that some components influence consumer behavior, and the impact of various factors on age, gender, and different educational levels are investigated as well.O objetivo desta pesquisa é examinar o impacto do endosso de celebridades a produtos esportivos no comportamento de compra do cliente e comparar a eficácia dos componentes relevantes em diferentes idades. A pesquisa é aplicada em termos de objetivo, trata-se de um levantamento exploratório em termos de metodologia, e a coleta de dados foi feita por meio de questionário e métodos de campo. A população-alvo estatística inclui todos os residentes de Mashhad, que são no total mais de 3 milhões. Na presente pesquisa, dados os atributos estatísticos da população, optou-se pelo método de amostragem por conglomerados em dois estágios. Nesse método, todo cidadão de Mashhad foi considerado uma unidade amostral. Nesta pesquisa, os efeitos do endosso de celebridade são considerados como variáveis de previsão, e as dimensões relevantes incluem disponibilidade de celebridade, validade, credibilidade, atratividade física, popularidade, motivação, nacionalidade, fama, compatibilidade celebridade-consumidor, personalidade e estilo de vida de celebridade, uso de celebridade de marca e compatibilidade de produtos de celebridades. Na pesquisa, o comportamento de compra do consumidor é a variável de critério. Após o teste de hipóteses, o artigo chega à conclusão de que alguns componentes influenciam o comportamento do consumidor, e o impacto de vários fatores sobre a idade, sexo e diferentes níveis educacionais também são investigados.Universidade Federal de Pernambuco2021-09-11info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/25129610.51359/2526-7884.2021.251296CBR - Consumer Behavior Review; Vol. 5 No. 3 (2021): september-december; 373-399CBR - Consumer Behavior Review; v. 5 n. 3 (2021): setembro-dezembro; 373-3992526-7884reponame:Consumer Behavior Reviewinstname:Universidade Federal de Pernambuco (UFPE)instacron:UFPEporhttps://periodicos.ufpe.br/revistas/index.php/cbr/article/view/251296/39385Copyright (c) 2021 CBR - Consumer Behavior Reviewinfo:eu-repo/semantics/openAccessMirabi, VahidrezaFathi, FaribaFotouhi-Ardakani, MohammadAvorgani, Razieh Khojasteh2023-05-26T01:57:14Zoai:oai.periodicos.ufpe.br:article/251296Revistahttps://periodicos.ufpe.br/revistas/cbrPUBhttps://periodicos.ufpe.br/revistas/cbr/oaicbr@ufpe.br||periodicos.ufpe@ufpe.br2526-78842526-7884opendoar:2023-05-26T01:57:14Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE)false |
dc.title.none.fl_str_mv |
The impact of celebrity endorsement of sporting goods on consumer purchasing behavior O impacto do endosso de artigos esportivos por celebridades no comportamento de compra do consumidor |
title |
The impact of celebrity endorsement of sporting goods on consumer purchasing behavior |
spellingShingle |
The impact of celebrity endorsement of sporting goods on consumer purchasing behavior Mirabi, Vahidreza celebrity endorsement of product customer purchasing behavior influential components at different ages. endosso de produtos de celebridades comportamento de compra do cliente componentes influentes em diferentes idades. |
title_short |
The impact of celebrity endorsement of sporting goods on consumer purchasing behavior |
title_full |
The impact of celebrity endorsement of sporting goods on consumer purchasing behavior |
title_fullStr |
The impact of celebrity endorsement of sporting goods on consumer purchasing behavior |
title_full_unstemmed |
The impact of celebrity endorsement of sporting goods on consumer purchasing behavior |
title_sort |
The impact of celebrity endorsement of sporting goods on consumer purchasing behavior |
author |
Mirabi, Vahidreza |
author_facet |
Mirabi, Vahidreza Fathi, Fariba Fotouhi-Ardakani, Mohammad Avorgani, Razieh Khojasteh |
author_role |
author |
author2 |
Fathi, Fariba Fotouhi-Ardakani, Mohammad Avorgani, Razieh Khojasteh |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Mirabi, Vahidreza Fathi, Fariba Fotouhi-Ardakani, Mohammad Avorgani, Razieh Khojasteh |
dc.subject.por.fl_str_mv |
celebrity endorsement of product customer purchasing behavior influential components at different ages. endosso de produtos de celebridades comportamento de compra do cliente componentes influentes em diferentes idades. |
topic |
celebrity endorsement of product customer purchasing behavior influential components at different ages. endosso de produtos de celebridades comportamento de compra do cliente componentes influentes em diferentes idades. |
description |
The aim of this research is examine the impact of celebrity endorsement of sports goods on customer purchasing behavior, and to compare the effectiveness of the relevant components at different ages. The research is applied in terms of objective, and it is exploratory-survey in terms of methodology, and data collection was done through questionnaire and field methods. The target statistical population includes all residents of Mashhad, which are totally more than 3 million. In the present research, given the attributes of the statistical population, two-stage cluster sampling method was chosen. In this method, every citizen of Mashhad was considered a sample unit. In this research, the effects of celebrity endorsement are considered as predictor variable, and the relevant dimensions include celebrity availability, validity, credibility, physical attractiveness, popularity, motivation, nationality, fame, celebrity-consumer match, celebrity personality and lifestyle, celebrity’s use of brand, and celebrity-product compatibility. In the research, consumer purchasing behavior is the criterion variable. Following the hypothesis testing, the article comes to the conclusion that some components influence consumer behavior, and the impact of various factors on age, gender, and different educational levels are investigated as well. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-09-11 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/251296 10.51359/2526-7884.2021.251296 |
url |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/251296 |
identifier_str_mv |
10.51359/2526-7884.2021.251296 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/251296/39385 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 CBR - Consumer Behavior Review info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 CBR - Consumer Behavior Review |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Federal de Pernambuco |
publisher.none.fl_str_mv |
Universidade Federal de Pernambuco |
dc.source.none.fl_str_mv |
CBR - Consumer Behavior Review; Vol. 5 No. 3 (2021): september-december; 373-399 CBR - Consumer Behavior Review; v. 5 n. 3 (2021): setembro-dezembro; 373-399 2526-7884 reponame:Consumer Behavior Review instname:Universidade Federal de Pernambuco (UFPE) instacron:UFPE |
instname_str |
Universidade Federal de Pernambuco (UFPE) |
instacron_str |
UFPE |
institution |
UFPE |
reponame_str |
Consumer Behavior Review |
collection |
Consumer Behavior Review |
repository.name.fl_str_mv |
Consumer Behavior Review - Universidade Federal de Pernambuco (UFPE) |
repository.mail.fl_str_mv |
cbr@ufpe.br||periodicos.ufpe@ufpe.br |
_version_ |
1797220396092620800 |