year 6, Issue 3 (Autumn 2018)
Ann Appl Sport Sci 2018, 6(3): 53-60 |
Back to browse issues page
Download citation:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
BibTeX | RIS | EndNote | Medlars | ProCite | Reference Manager | RefWorks
Send citation to:
Rezaei M, Kiani F. An Investigation of the Psychometric Properties of the Strong Brand Questionnaire in Sport. Ann Appl Sport Sci 2018; 6 (3) :53-60
URL: http://aassjournal.com/article-1-436-en.html
URL: http://aassjournal.com/article-1-436-en.html
1- Department of Physical Education and Sport Sciences, College of Human Science, Saveh Branch, Islamic Azad University, Saveh, Iran , mona8059@gmail.com
2- Department of Physical Education and Sport Sciences, College of Human Science, Saveh Branch, Islamic Azad University, Saveh, Iran
2- Department of Physical Education and Sport Sciences, College of Human Science, Saveh Branch, Islamic Azad University, Saveh, Iran
Abstract: (7218 Views)
Background. Building strong brands has become a marketing priority for many organizations. The brand is an important criterion for the marketing situation. Power of brand effects on customer maintenance, financial benefit, brand broadening, and rivalry advantages… and is a concept, which was made by the consumer. The presumption is that building a strong brand yields a number of marketing advantages.
Objectives. The purpose of this study was to investigate the psychometric properties of the strong brand questionnaire among the consumers of sports products.
Methods. The questionnaires were administrated to 340 customers. The psychometric properties were determined based on the appropriate statistical methods.
Results. The results obtained from the factor analysis via varimax rotation indicated the five factors of the strong brand scale, The relationship between 4 scales on the first scale were more than 0.49, 4 scales on the second scale were more than 0.46, and 4 on the third scale were more than 0.57, 5 scales on the fourth scale were more than 0.33, and 6 scales on the fifth scale were more than 0.35, which later fitted the confirmatory factor analysis. According to conformity indicators for brand strength, the first factor was brand development, the second factor was brand identity, and brand image, brand personality and brand equity respectively were the third to fifth factors. The reliability coefficients of the internal consistency including Cronbach’s alpha was satisfactory for elements and factors (0.859).
Conclusion. According to the estimated psychometric properties, this instrument can be used by the researchers in order to assess the achievement goals orientations among the sports product’s customer.
Objectives. The purpose of this study was to investigate the psychometric properties of the strong brand questionnaire among the consumers of sports products.
Methods. The questionnaires were administrated to 340 customers. The psychometric properties were determined based on the appropriate statistical methods.
Results. The results obtained from the factor analysis via varimax rotation indicated the five factors of the strong brand scale, The relationship between 4 scales on the first scale were more than 0.49, 4 scales on the second scale were more than 0.46, and 4 on the third scale were more than 0.57, 5 scales on the fourth scale were more than 0.33, and 6 scales on the fifth scale were more than 0.35, which later fitted the confirmatory factor analysis. According to conformity indicators for brand strength, the first factor was brand development, the second factor was brand identity, and brand image, brand personality and brand equity respectively were the third to fifth factors. The reliability coefficients of the internal consistency including Cronbach’s alpha was satisfactory for elements and factors (0.859).
Conclusion. According to the estimated psychometric properties, this instrument can be used by the researchers in order to assess the achievement goals orientations among the sports product’s customer.
Full-Text [PDF 763 kb]
(1147 Downloads)
APPLICABLE REMARKS
APPLICABLE REMARKS
• Through this questionnaire, brand managers can investigate and assessment their brand among other rivals to develop their brand and increase their brand power.
• Through this questionnaire, sport marketers can identify the most important factors to have a strong brand between customers.
• Through this questionnaire, sport marketers can identify the most important factors to have a strong brand between customers.
Type of Study: Original Article |
Subject:
Sport Management and its related branches
Received: 2016/10/2 | Accepted: 2017/10/28
Received: 2016/10/2 | Accepted: 2017/10/28
References
1. Aaker DA. Managing Brand Equity, New York, Maxweel Macmillan-Canada. Inc; 1991.
2. Mühlbacher H, Raies K, Grohs R, Koll O. Drivers of brand strength: Configural paths to strong cognitive brand equity. Journal of Business Research. 2016;69(8):2774-80. [DOI:10.1016/j.jbusres.2015.11.013]
3. Jana S, Das JR, Dash M. Modeling brand personality using structural equation modeling. International journal of marketing and technology. 2014;4(8):1.
4. Pettit R, Cook W, Belmont D, Sokolyanskaya I. Experiential marketing: a master of engagement. ARF Event Engagement Consortium. 2008.
5. Aaker DA. Measuring brand equity across products and markets. California management review. 1996;38(3). [DOI:10.2307/41165845]
6. Kim Y. The effects of virtual sport experience on brand attitude and attitude strength. 2010.
7. Popp B, Woratschek H. Introducing branded communities in sport for building strong brand relations in social media. Sport Management Review. 2016;19(2):183-97. [DOI:10.1016/j.smr.2015.06.001]
8. Aaker DA, Joachimsthaler E. Brand leadership: Simon and Schuster; 2012. [PMCID]
9. Viot C. Can brand identity predict brand extensions' success or failure? Journal of product & brand management. 2011;20(3):216-27. [DOI:10.1108/10610421111134941]
10. Robichaud F, Richelieu A, Kozak R. Branding as a communications strategy: A framework for desired brand identity. Journal of brand management. 2012;19(8):712-34. [DOI:10.1057/bm.2011.61]
11. Fournier S, Breazeale M, Avery J. Strong brands, strong relationships: Routledge; 2015.
12. Baumgarth C, Schmidt M. How strong is the business-to-business brand in the workforce? An empirically-tested model of 'internal brand equity'in a business-to-business setting. Industrial Marketing Management. 2010;39(8):1250-60. [DOI:10.1016/j.indmarman.2010.02.022]
13. Zhang Y. The impact of brand image on consumer behavior: a literature review. Open journal of business and management. 2015;3(1).
14. Munro BH. Statistical methods for health care research: lippincott williams & wilkins; 2005.
15. Heidarzadeh K, Alvani SM, Ghalandari K. Investigation the Effect of Brand Social Power Dimensions on Purchasing Decisions Based on Customers' Subjective Readiness Levels. Management researches. 2010;86(21):27-52.
16. Balali M, Aghazadeh H, Ahmadi S. The Role of Brands in Purchasing Luxury Auto. Business Management. 2012;14(4):1-20 [Article in Farsi].
17. Cerny BA, Kaiser HF. A Study Of A Measure Of Sampling Adequacy For Factor-Analytic Correlation Matrices. Multivariate Behav Res. 1977;12(1):43-7. Epub 1977/01/01. [DOI:10.1207/s15327906mbr1201_3] [PMID]
18. Bentler PM, Bonett DG. Significance tests and goodness of fit in the analysis of covariance structures. Psychological bulletin. 1980;88(3):588. [DOI:10.1037/0033-2909.88.3.588]
19. Baeva DY. Strong brands: how brand strategy and brand communication contribute to build brand equity: the case of navigator 2011.
20. Herbst U, Merz MA. The industrial brand personality scale: Building strong business-to-business brands. Industrial marketing management. 2011;40(7):1072-81. [DOI:10.1016/j.indmarman.2011.09.003]
21. Keller KL. Building customer-based brand equity: A blueprint for creating strong brands: Marketing Science Institute Cambridge, MA; 2001.
22. Aaker JL. The malleable self: The role of self-expression in persuasion. Journal of marketing research. 1999:45-57. [DOI:10.2307/3151914]
Send email to the article author
| Rights and permissions | |
 |
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License. |
