A measurement tool standardization of beliefs in advertising through sport

The purpose of present study was to standardize the measurement tool of beliefs in advertising through sport. Following the permit was taken from the owner of the questionnaire (Pyun, 2006), questionnaire by the three-stage translation method and introductory study performed. Population of the study was all the spectators that attended in the Azadi Stadium, 342 samples were selected randomly. 27 items were included in the questionnaire with seven components (being economic, product information, falsity, materialism, social image and role, annoying, pleasure). Questions were analyzed by the 5-likert scale. To determine the formal and content validity of the tool, viewpoints of experts in sport marketing were used. To determine the structure validity of the tool, CFA was applied by using LISREL package. Analysis of the structure validity of the tool showed that items of the questionnaire had an appropriate factor load. The results showed that the indices of the model had an appropriate goodness of fit2.45¬df=/2x, RMSEA=0.065, GFI=0.94, AGFI= 0.95 approved the indexes. Cronbach’s Alpha coefficients of the reliability of the seven components were between 0.70 to 0.730.Given the confirmation of relevant tool in this study; other researchers can use this tool to measure the customers’ belief advertisement through sport.