1
PHD in Sport Management, Kharazmi University, Tehran, Iran
2
Assistant Professor, Kharazmi University, Tehran, Iran
3
Associate Professor, University of Kharazmi, Tehran, Iran
10.30473/arsm.2025.70035.3843
Abstract
The purpose of research was to investigate the effect of brand personality, consumer and endorser on the effectiveness of endorsement of famous athletes with the approach of congruence theory. The current research is descriptive-survey in terms of practical purpose. The statistical population includes the consumers of sports products who were selected as available sampling of 427 people. The data collection tools are standard brand personality questionnaires,. The validity and reliability of this questionnaire has been confirmed, PLS4 and SPSS24 software were used to analyze the data. The findings of the research showed that the variable of brand personality directly has a positive and significant effect on the effectiveness of the endorser, and then the personality of the consumer and the personality of the endorser do not directly affect the effectiveness of the endorser. Then the matching results showed that the congruence of the brand personality and the consumer on the effectiveness of the endorser; The compatibility of the endorser and consumer's personality (from the point of view of the consumer's personality) on the effectiveness of the endorser; The congruence of the personality of the endorser and the consumer (from the point of view of the brand personality) on the effectiveness of the endorser and finally the congruence of the personality of the brand and the consumer (from the point of view of the personality of the endorser) on the effectiveness of the endorser has a significant effect and other modulating variables were not significant on the effectiveness of the validator.
Amir alaei, A. , Akbari Yazdi, H. and Elahi, A. (2025). The effect of brand personality, consumer and endorser on the effectiveness of endorsement of famous athletes with the approach of congruence theory. Applied Research in Sport Management, 13(4), -. doi: 10.30473/arsm.2025.70035.3843
MLA
Amir alaei, A. , , Akbari Yazdi, H. , and Elahi, A. . "The effect of brand personality, consumer and endorser on the effectiveness of endorsement of famous athletes with the approach of congruence theory", Applied Research in Sport Management, 13, 4, 2025, -. doi: 10.30473/arsm.2025.70035.3843
HARVARD
Amir alaei, A., Akbari Yazdi, H., Elahi, A. (2025). 'The effect of brand personality, consumer and endorser on the effectiveness of endorsement of famous athletes with the approach of congruence theory', Applied Research in Sport Management, 13(4), pp. -. doi: 10.30473/arsm.2025.70035.3843
CHICAGO
A. Amir alaei , H. Akbari Yazdi and A. Elahi, "The effect of brand personality, consumer and endorser on the effectiveness of endorsement of famous athletes with the approach of congruence theory," Applied Research in Sport Management, 13 4 (2025): -, doi: 10.30473/arsm.2025.70035.3843
VANCOUVER
Amir alaei, A., Akbari Yazdi, H., Elahi, A. The effect of brand personality, consumer and endorser on the effectiveness of endorsement of famous athletes with the approach of congruence theory. Applied Research in Sport Management, 2025; 13(4): -. doi: 10.30473/arsm.2025.70035.3843
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