Narges Bakhshali-Dehkordi; Reza nikbakhsh; aboulfazl farahani; Ali mohammad safania
Abstract
The purpose of study was to test the Endorsement model of sports celebrities. The present study was a descriptive correlational study based on structural equation modeling. The statistical population of this study consisted of consumers who had bought Mihan Company's dairy products (products that were ...
Read More
The purpose of study was to test the Endorsement model of sports celebrities. The present study was a descriptive correlational study based on structural equation modeling. The statistical population of this study consisted of consumers who had bought Mihan Company's dairy products (products that were certified by athletes such as Seyed Mehdi Rahmati and Mehdi Mahdavi Kia). In this study, the sample size was estimated based on the number of parameters in the 360-person model, which were selected by convenience sampling. Content validity and construct validity were used to ensure the validity of the instruments used, Cronbach's alpha was used to ensure their reliability, and structural equation modeling was used to test the hypotheses. The results showed that the credibility of the source directly (β = 0.176, P = 0.001) has an effect on the intention to purchase a certified brand. In addition, source credibility indirectly affects the intention to purchase a certified brand (β = 0.249, P = 0.001) through brand attitude and brand trust. It was also found that attitude towards the brand directly affects the intention to buy a certified brand (β = 0.459, P = 0.001), while the effect of brand credibility directly affects the intention to buy a valid brand. Not confirmed (β = 0.095, P = 0.144). Finally, it was found that the mental conflict was the relationship between brand credibility (β = -0.141, P = 0.001), brand attitude (β = 0.102, P = 0.014) and intention to buy a certified brand adjusts meaning.