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THE ROLE OF ADVERTISING WITH CELEBRITIES ON SPORTS FOOTWEAR PURCHASE

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Author(s): Rouhollah Fathian | Fariba Askarian | Sara Kashgar

Journal: Electronic Physician
ISSN 2008-5842

Volume: 3;
Issue: 3;
Start page: 296;
Date: 2011;
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Keywords: Celebrities | Advertising | Sports Shoes

ABSTRACT
Advertising has always had an important role in production and consumption process of variousproducts and celebrities in this regard; have an important role in taking attention and attractingmore people to sport and to purchase sports goods. This Research Studies the effects ofadvertisement by sports celebrities on the amount of buying sports footwear.Research methods: A researcher made questionnaire was used. Its validity was confirmed bymarketing and management experts; and its reliability using Cronbakh's alpha (=α 0/93). Thestudy population includes the 18+ year old people in Tabriz from which 600 were selected as thestudy sample using Cochran formula. For data analysis; descriptive statistics was used toinvestigate the indicators of central tendency and type of population distribution and inferentialstatistical methods (Kalmogorov- Smiranov Test; Pearson and determining factor in the level of=α 0/01 was usedThe results showed that the relationship between the use of sports celebrities and customerstendency to buy sports footwear is significant(r=0/75 & p< 0/001) Considering the coefficient ofdetermination (r2) ; it can be concluded that the characteristics of sports footwear advertisers hasthe effect of around 56 percent on tendency to buy.

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