Investigating the Psychometric Properties of the Reysen Likability Scale

Öz

The likability of an individual serves as a tactic for self-presentation and facilitating persuasion of the target audience. The perceived likability of athletes, coaches, managers, and similar figures by sports consumers is a factor that can influence sports marketing activities. In this regard, this study aimed to adapt the Reysen Likability Scale, developed to measure perceived likability, for application within Turkish culture and to test its validity and reliability. A total of 207 participants, including 64 women and 143 men, voluntarily participated in the study. A three-part questionnaire was administered, consisting of the Reysen Likability Scale developed by Reysen, the Desire for Being Liked Scale developed by Kaşıkara and Doğan, and a personal information form designed by the researchers. Confirmatory factor analysis, tests for divergent and convergent validity, composite reliability calculations, and Cronbach’s Alpha coefficient were utilized to examine the structural validity and reliability of the scale. The findings confirmed the original single-factor structure with 11 items, demonstrating good fit with data collected from the Turkish sample and high internal consistency of the instrument. The study showed that Reysen Likability Scale was a valid and reliable instrument for measuring perceptions of likability in individuals within Turkish culture.

Anahtar Kelimeler

• reliability
• likability
• sports
• marketing
• validity

Reysen Beğenilirlik Ölçeği'nin Psikometrik Özelliklerinin İncelenmesi

Öz

Bir bireyin beğenilir olması kişinin kendini sunması ve hedef kitleyi ikna kolaylığı için kullanılan bir taktiktir. Sporcu, antrenör, yönetici, vb. kişilerin spor tüketicileri tarafından algılanan beğenilirliği spor pazarlama faaliyetlerini etkileyebilecek bir unsurdur. Bu doğrultuda bu çalışmanın amacı algılanan beğenilirliği ölçmek için geliştirilmiş Reysen Beğenilirlik Ölçeği’nin (RBÖ) Türk kültüründe ölçüm yapabilecek şekilde uyarlanarak geçerlik ve güvenilirlik sınamasının yapılmasıdır. Çalışmada gönüllü olarak 64 kadın ve 143 erkek olmak üzere toplam 207 kişi yer almıştır. Katılımcılara Reysen tarafından geliştirilmiş Reysen Beğenilirlik Ölçeği, Kaşıkara ve Doğan tarafından geliştirilmiş Beğenilme Arzusu Ölçeği (BAÖ) ve araştırmacı tarafından oluşturulmuş kişisel bilgi formundan oluşan üç bölümlü anket formu uygulanmıştır. Ölçeğin yapı geçerliğinin sınanması için doğrulayıcı faktör analizi, ıraksak ve yakınsak geçerliğe ilişkin testler yapılmış, güvenilirlik sınaması için kompozit güvenilirlik (CR) hesaplaması ve Cronbach’ın Alpha katsayısından yararlanılmıştır. Araştırmanın bulguları, ölçeğin özgün 11 maddelik tek boyutlu yapısını doğrulamış, Türk örneklemden toplanan veriyle iyi düzeyde bir uyumda olduğunu ve aracın iç tutarlığının yüksek olduğunu göstermiştir. Türk kültüründe bireylere ilişkin beğenilirlik algısının ölçümlenmesinde RBÖ’nün geçerli ve güvenilir bir araç olduğu ortaya konmuştur.

Anahtar Kelimeler

• beğenilirlik
• spor
• pazarlama
• geçerlik
• güvenirlik

Kaynakça

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