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引用次数: 5
摘要
虽然赞助是体育组织的主要筹资方式之一，也是作为赞助商的公司有效的营销沟通工具，但选择合适的合作伙伴对任何公司来说都是一个难题。因此，了解体育消费人群的观点是至关重要的。消费者对体育赞助反应的评价在学术文献中是有限的。本研究旨在对土耳其(2000)的Speed and Thompson赞助问卷进行维度、效度和信度研究。852名(852)大学生参与了这项研究。量表的效度是通过面效度和结构相关证据来确定的。采用Cronbach Alpha检验仪器的信度，各分量表的信度在0.93 ~ 0.97之间(p< 0.01)。结果表明，赞助评价量表的55个项目11个组成部分版本在衡量赞助对土耳其消费者的赞助反应的影响方面是有效和可靠的。
Sponsorship Evaluation Scale (SES) : a validity and reliability study
Although sponsorship is one of the main fund-raising methods available to sports organizations, and a useful marketing communication tool for a company as sponsor, selecting a suitable partner is a difficult issue for any company. Therefore, an understanding of the views of the people who consume sports is vital. The evaluation of consumer response to sport sponsorship is limited in the academic literature. This research was aimed to conduct a dimensionality, validity and reliability study of the Speed and Thompson Sponsorship Questionnaire in Turkey (2000). Eight hundred and fifty-two (852) university students participated in the study. The validity of the instrument was established by face validity and through construct-related evidence. The reliability of the instrument was tested by Cronbach Alpha which was in the range of .93 to .97 for all subscales (p<.01). Results indicated that the 55-item-11-component version of the Sponsorship Evaluation Scale is valid and reliable in measuring effects of sponsorship on the Turkish consumers' with respect to their sponsorship response.
期刊介绍：
The South African Journal for Research in Sport, Physical education and Recreation (SAJRSPER) is a peer-reviewed journal that publishes original research articles, systematic reviews, commentaries, and letters on topics related to Sport and Exercise science, Physical education and Recreation. This includes research of topics such as bio-mechanics, motor control, sport injuries and rehabilitation, clinical exercise interventions, physical education, as well as outdoor and recreation related topics. Material that is particularly unique and relevant to the subject content at an international and national level would be considered.
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