An investigation of the psychometric properties of the strong brand questionnaire in sport

Year 2016, Volume: 18 Issue: 2, 117 - 122, 31.08.2016

Mona Rezaeı , Habib Honarı Mehrzad Hamıdı Fatemeh Kıanı

Abstract

Making strong brands has become a priority for
many organizations in marketing. Brand is an important indicator of marketing
status. Brand strength is in kept customer, profit, brand development and gain
competitive advantage and In fact it is a concept that was created from a
consumer perspective. It is assumed that the creation of a strong brand is
creating numerous marketing benefits. The purpose of this study was to evaluate
the psychometric characteristics of the questionnaire the most strong sports brands
in the consumer society. Questionnaire was conducted to a sample of 340
customers of sports brands. Psychometric parameters were determined by using
appropriate statistical methods. The results of the factor analysis and Varimax
rotation revealed five factors of strong brands. The results confirms that
questionnaire structure have acceptable associated to the data and confirmed
all indicators of the model. Reliability (859/0) was satisfactory. According to
calculated psychometric indices, this questionnaire could be appropriate to
assess the most strong sports brands. 

Keywords

Reliability, strong brand, sport brands, psychometric

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