Sport Management Journal

An Investigation of the Psychometric Indices of the Integrated Marketing Communications Questionnaire in Iran Football Professional League Clubs

Document Type : Research Paper

Authors

Avisa Ramezani 1
Mehrzad Hamidi 2
Mohammad Khabiri 2

1 PhD in Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

2 Associate Professor of Sport Management, Faculty of Physical Education and Sport Sciences, University of Tehran, Tehran, Iran

https://doi.org/10.22059/jsm.2021.135781.1511
Abstract
The aim of this study was to investigate the psychometric indices of the Integrated Marketing Communications questionnaire in Iran football professional league clubs. The questionnaire was distributed among the CEOs and the marketing committee of the mentioned clubs, and finally 61 questionnaires were received. Psychometric indices were determined by appropriate statistical methods. In order to evaluate the psychometric indices of the questionnaire, firstly exploratory factor analysis was performed and then the measurement model (validity and reliability) was evaluated. The results obtained from factor analysis and Varimax rotation method showed three factors of integrated marketing communications. After rotation, 4 indices had a correlation with the first factor higher than 0.525. Totally, 13 items on the second factor had a factor loading more than 0.576 and 3 indices on the third factor had a factor loading higher than 0.637. In addition, the structure of the questionnaire had an acceptable fit with the data and all the goodness of fit indicators confirmed the model. The reliability coefficient was satisfactory: 0.76 for organization interactivity, 0.88 for mission marketing and 0.88 for cross-functional strategic planning, respectively, which indicated the desired values of reliability. According to the calculated psychometric indices, this questionnaire can be suitable to evaluate integrated marketing communications in Iran football professional league clubs and help to improve their performance.
 

Keywords

Football
integrated marketing communications
professional league
psychometric
questionnaire
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Sport Management Journal
Volume 13, Issue 1
Spring 2021
Pages 47-66

  • Receive Date 07 November 2015
  • Revise Date 13 January 2016
  • Accept Date 23 January 2016

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