SPECTATOR-BASED BRAND EQUITY SCALE IN SPORTS: TURKİSH ADAPTATION, VALIDITY AND RELIABILITY STUDY

Öz

This study was planned and conducted for the Turkish adaptation, validity and reliability analysis of the "Spectator-Based Brand Equity in Professional Soccer" scale, which is used to measure the brand equity perceptions of the fans in sports. The study sample consisted of 434 supporters with an average age of 31 (18-57) and a level of support of 5 (3-5). For the language validity of the Spectator-Based Brand Equity Scale in Sports (SBBEsS), 2 sport science and 2 English experts, who were fluent in Turkish and English, translated the scale into Turkish. The back translation was sent to the author who developed the scale. Approval of the English version was obtained. For language validity, first the Turkish and then the English versions of the scale were administered to 20 bilingual experts, one week apart. After the content validity of the final version of the scale was evaluated by 10 experts, the 33-item scale with 11 factors was applied to 434 fans for pilot reliability analysis. After the exploratory and confirmatory factor analysis applied for the validity analysis, the model fit values of the 29-item scale with 11 factors were at an acceptable level. In order to determine the reliability of the scale, test-retest was applied to 50 fan with two-week intervals and a high positive correlation at the level of r=0,751 was found between the two measurements (p=0,001).The internal consistency coefficient (Croanbach α) of the scale was 0,893. As a result, SBBESS is a valid, reliable and applicable scale for Turkish football fans.

Anahtar Kelimeler

• Brand equity
• sport
• fans
• validity
• reliability
• adaptation

SEYİRCİ TABANLI SPORDA MARKA DEĞER ÖLÇEĞİ: TÜRKÇE UYARLAMA, GEÇERLİK VE GÜVENİRLİK ÇALIŞMASI

Öz

Bu çalışma taraftarların sporda marka değer algılarını belirlemek için kullanılan “Spectator-Based Brand Equity in Professional Soccer” ölçeğinin Türkçe uyarlaması, geçerlik ve güvenirlik analizi amacıyla planmış ve yürütülmüştür. Çalışma örneklemini ortalama 31 (18-57) yaş ve taraftarlık düzeyi 5 (3-5) olan 434 taraftar oluşturmuştur. Seyirci Tabanlı Sporda Marka Değer Ölçeği (STSMDÖ)’nün dil geçerliliği için Türkçe ve İngilizceyi iyi bilen 2 spor bilimleri ve 2 İngilizce uzmanı ölçeği Türkçe’ye çevirmiştir. Geri çevirisi ölçeği geliştiren yazara gönderilmiş ve İngilizce versiyonunun onayı alınmıştır. Dil geçerliliği için iki dile hâkim 20 uzmana ölçeğin önce Türkçe, sonra İngilizce versiyonu bir hafta arayla uygulanmıştır. Ölçeğin son halinin kapsam geçerliliği 10 uzman tarafından değerlendikten sonra uygun görülen 11 faktörlü 33 maddelik ölçek pilot güvenirlik analizi için 434 taraftara uygulanmıştır. Geçerlik analizi için uygulanan açımlayıcı ve doğrulayıcı faktör analizi sonrasında 11 faktörlü 29 maddeli ölçeğe ait model uyum değerleri kabul edilebilir düzeyde bulunmuştur. Ölçeğin güvenirliğini belirlemek için 50 taraftarlara iki hafta arayla test tekrar test uygulanmış ve iki ölçüm arasında r=0,751 düzeyinde yüksek derecede pozitif korelasyon saptanmıştır (p=0,001). Ölçeğin iç tutarlılık katsayısı (Croanbach α) 0,893 idi. Sonuç olarak STSMDÖ Türk futbol taraftarı için uygulanabilir, geçerli ve güvenilir bir ölçektir.

Anahtar Kelimeler

• Marka değer
• spor
• taraftar
• geçerlik
• güvenirlik
• adaptasyon

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