The congruity of athlete and product with the customer sports using in endorsement prosses by using structural equation modeling (case study Ali Daei stores)

Celebrities endorsment techniques is desirable way of advertising to create awareness and obtain outgrowth about products and services, and congruity the athlete with the product is concerned in order to to measure compliance with the product. The aim of this study is to investigate the relationship between athlete and product congruity and goods purchase consumer in Ali Daeis shops in Tehran. Statistical population were All patients required to stores that according to the infinity of the community, matching to Morgan table, 384 were chosen as samples. For data analysis, descriptive statistics and also ranks average was used, Afterwards, the Kolmogorov-Smirnov test to confirm normal distribution of data, the research key issue by Amos structural equation modeling software was analyzed. The results showed a significant positive relationship between congruity of athlete and product with the customer sports using. We can also conclude that the tendency to consumption, media consumption, added value and known athlete properly explain the consumption of sports products and influencing it.