文章基本信息

标题：Sports sponsorship for communication companies reliability and validity study of measurement İletişim şirketlerinin spor sponsorluğu ölçeğinin güvenirlik ve geçerlik çalışması
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作者：Özge Ercan ; Oğuz Özbek
期刊名称：International Journal of Human Sciences
印刷版ISSN：1303-5134
出版年度：2017
卷号：14
期号：4
页码：3615
DOI：10.14687/jhs.v14i4.4622
出版社：International Journal of Human Sciences
摘要：Nowadays, the concept of the sports sponsorship is considered as a marketing activity that attracts the attention of the company from every sector. The aim of this study is to develop a scale to determine how communication companies' sports sponsorship practices are perceived. Research is a screening model. 47 items and personal information were included in the test form of the measurement tool. The evaluation of the items in the scale form was made with a 5-point Likert-type rating consisting of values ranging from 1 to 5. The validity and reliability studies were performed by applying the measurement tool to 250 participants who participated voluntarily. The item total correlation values were examined for the validity study and explanatory and confirmatory factor analysis was applied. For reliability, Cronbach's Alpha coefficient was calculated. In communication Companies Sports sponsorship scale, there are 25 items totaly; 9 items in cooperation dimension, 8 items in support dimension and 8 items in impact dimension. The increase in points that can be taken from the subscales of the scale indicates that sports sponsorship practices are positive and helpful. As a result, the Communication Companies Sports Sponsorship Scale was found to be valid and reliable.