Standardization of Neuromarketing in Sport Questionnaire

Danesh Sani, Kazem; Safania, Ali Mohammad

doi:10.22059/jsm.2019.225135.1764

Document Type : Research Paper

Authors

Science and Research Branch Islamic Azad University, Tehran, Iran.

https://doi.org/10.22059/jsm.2019.225135.1764

Abstract

The aim of this study was to standardize Neuromarketing in Sport questionnaire. The statistical population included consumers of sportswear with common brands in Iran: Nike, Adidas, Reebok, Puma and Majid. 384 subjects were selected as the sample by cluster non-random and convenience sampling method. A researcher-made neuromarketing questionnaire (32 items) was used to collect data. The statistical methods were descriptive-analytical and exploratory consequential mix (qualitative-quantitative) in terms of strategy. The validity of the questionnaire was obtained using the viewpoints of sport management professors. Descriptive indexes and Cronbach`s alpha were used to determine reliability and exploratory factor analysis and confirmatory factor analysis were applied to determine the construct validity. The results showed that KMO=0.87. Given x²=3483.59, df=21, it can be stated that there was a correlation among factors. Also, the prediction ability of this model was 68.33 based on total variance of factors. The results of confirmatory factor analysis showed that x²/df=2.77, RMSEA=0.068, NFI=0.94, CFI=0.95, IFI=0.95, AGFI=0.90 and GFI=0.95 confirmed the fitness of the model. Also, given the relationship of factors with the neuromarketing concept, T-value=±1.96 showed that all factors had acceptable relationships with the neuromarketing concept. Neuromarketing questionnaire is a reliable and valid tool that can be used to obtain reliable and consistent results.

Keywords

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Sport Management Journal

Standardization of Neuromarketing in Sport Questionnaire

References

References

Volume 10, Issue 4
May 2019
Pages 613-626

Standardization of Neuromarketing in Sport Questionnaire

References

References

Volume 10, Issue 4May 2019Pages 613-626

Volume 10, Issue 4
May 2019
Pages 613-626