Sport Brand Authenticity: Scale Development and Validation
نویسندگان
چکیده
PURPOSE This study aimed to identify the dimensions of sport brand authenticity and develop a valid reliable scale for measuring such dimensions. METHODS Along with sequential mixed method design, qualitative researches were conducted (a literature review on inherent value sport, 5 one-to-one expert interviews, Delphi survey 10 researchers). Based research results, an EFA (n=304), 2 times CFA (1st: n=304, 2nd: n=311), correlation analysis using other (brand relationship quality, attachment, credibility) test reliability, construct validity, criterion-related validity. RESULTS In 8 36 items extracted; however 6 (originality, connectedness, legitimacy, authority, spirit, expertise) 28 identified as appropriate structures from CFA, relations between all scales related consumer attitude statistically significant in analysis. CONCLUSIONS The findings suggest that this could provide new specific perspective authenticity, which is constructed general aspect aspect, understanding concept industries.
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ژورنال
عنوان ژورنال: Korean Journal of Sport Science
سال: 2022
ISSN: ['1598-2920', '2233-7938']
DOI: https://doi.org/10.24985/kjss.2022.33.4.659