The Impact of Celebrity Endorsements on Brand Image, Brand Loyalty, and Repurchase Intentions in the Sports Industry: A Case Study of Nike Product in Tehran

Document Type : Original Article

Authors

1 Professor of Sport Management. Physical Education Faculty of Humanities and Social Sciences, University of Kurdistan, Sanandaj, Iran.

2 M.Sc. of Sport Management, University of Kurdistan, Sanandaj, Iran.

Abstract

This study examines the impact of celebrity endorsements on brand image, brand loyalty, and repurchase intentions within the sports industry, specifically focusing on Nike Product in Tehran, Iran. Employing a survey-based approach with 400 participants, the study utilizes a Partial Least Squares Structural Equation Modeling (PLS-SEM) technique to analyze the relationships between these key variables. The findings reveal a significant positive effect of celebrity endorsement on both brand loyalty and brand image among Nike customers in Tehran. Furthermore, the study demonstrates that brand image and brand loyalty both mediate the relationship between celebrity endorsement and repurchase intention. These results highlight the crucial role of celebrity endorsements in enhancing brand perception, fostering customer loyalty, and ultimately driving sales within the competitive sports industry.

Keywords

Main Subjects

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Journal of New Studies in Sport Management
Volume 6, Issue 2
May 2025
Pages 16-26

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