Document Type : Research Paper


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


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.


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