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

Articles in Press

Document Type : Original Article

Authors

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

2 University of Kurdistan

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.

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Journal of New Studies in Sport Management

Articles in Press, Accepted Manuscript
Available Online from 26 October 2024

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