چکیده:
Background. Building strong brands has become a marketing priority for many organizations. The brand is an important criterion for the marketing situation. Power of brand effects on customer maintenance, financial benefit, brand broadening, and rivalry advantages… and is a concept, which was made by the consumer. The presumption is that building a strong brand yields a number of marketing advantages.
Objectives. The purpose of this study was to investigate the psychometric properties of the strong brand questionnaire among the consumers of sports products.
Methods. The questionnaires were administrated to 340 customers. The psychometric properties were determined based on the appropriate statistical methods.
Results. The results obtained from the factor analysis via varimax rotation indicated the five factors of the strong brand scale, The relationship between 4 scales on the first scale were more than 0.49, 4 scales on the second scale were more than 0.46, and 4 on the third scale were more than 0.57, 5 scales on the fourth scale were more than 0.33, and 6 scales on the fifth scale were more than 0.35, which later fitted the confirmatory factor analysis. According to conformity indicators for brand strength, the first factor was brand development, the second factor was brand identity, and brand image, brand personality and brand equity respectively were the third to fifth factors. The reliability coefficients of the internal consistency including Cronbach’s alpha was satisfactory for elements and factors (0.859).
Conclusion. According to the estimated psychometric properties, this instrument can be used by the researchers in order to assess the achievement goals orientations among the sports product’s customer.
خلاصه ماشینی:
The purpose of this study was toinvestigate the psychometric properties of the strong brand questionnaire among the consumers of sports products.
The results obtained from the factor analysis via varimax rotationindicated the five factors of the strong brand scale, The relationship between 4 scales on the first scale were more than0.
According to the estimated psychometric properties, this instrument can beused by the researchers in order to assess the achievement goals orientations among the sports product’s customer.
According to Aaker researchresults, the top brand for customer subconsciouslymeans better quality product (1, 2).
Furthermore a strong brand is the mostimportant factor to select it by customers (6).
Regarding to this and in accordance withthe literature, this study examined thepsychometric properties of the questionnaire insports strong brand.
To discoverthe most powerful elements of a strong brand,first used exploratory factor analysis.
Generally, after varimax rotation of strong brand,4 indicators correlated with the first factor andhigher than 0.
the parameters of confirmatory factor analysis of strong brand(View the image of this page)Brandimage41 0.
According to the amount ofadequacy of sampling, all subscales have a highpositive correlation to strong brand questionnaire.
According to Herbest & Merz (2011) researchresults the questionnaire Reliability componentsof Brand Strength were reported higher than 7.
While 4 Indicators on brand image havethe load factor higher than 0.
The use of this questionnairecan be a key to many researches which measurethe factors related to the brand, marketing andcustomer preferences Products / Services insport is important.