SUMMARY
The aim of this research is examine the impact of celebrity endorsement of sports goods on customer purchasing behavior, and to compare the effectiveness of the relevant components at different ages. The research is applied in terms of objective, and it is exploratory-survey in terms of methodology, and data collection was done through questionnaire and field methods. The target statistical population includes all residents of Mashhad, which are totally more than 3 million. In the present research, given the attributes of the statistical population, two-stage cluster sampling method was chosen. In this method, every citizen of Mashhad was considered a sample unit. In this research, the effects of celebrity endorsement are considered as predictor variable, and the relevant dimensions include celebrity availability, validity, credibility, physical attractiveness, popularity, motivation, nationality, fame, celebrity-consumer match, celebrity personality and lifestyle, celebrity’s use of brand, and celebrity-product compatibility. In the research, consumer purchasing behavior is the criterion variable. Following the hypothesis testing, the article comes to the conclusion that some components influence consumer behavior, and the impact of various factors on age, gender, and different educational levels are investigated as well.