The impact of celebrity endorsement of sporting goods on consumer purchasing behavior

Detalhes bibliográficos
Autor(a) principal: Mirabi, Vahidreza
Data de Publicação: 2021
Outros Autores: Fathi, Fariba, Fotouhi-Ardakani, Mohammad, Avorgani, Razieh Khojasteh
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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spelling 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
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