Sports consumer-team relationship quality: development and psychometric evaluation of a scale

Abstract

The purpose of this research was to develop the Sports Consumer-Team Relationship Quality Scale (SCTRQS). In Study I, content validity was established through a comprehensive review of literature and tests of content validity, including expert review. Based on the assessment of psychometric properties, theoretical relevance of the items and parsimoniousness of the scale, items were refined for two following studies. Results indicated that the SCTRQS would be a valid tool for marketers and managers to assess relationship quality with their consumers for marketing strategies, effectiveness of advertising campaigns, sponsorship value and value for stakeholders.

Citation

Kim, Y.K., Trail, G.T., Woo, B. and Zhang, J. (2011), "Sports consumer-team relationship quality: development and psychometric evaluation of a scale", International Journal of Sports Marketing and Sponsorship, Vol. 12 No. 3, pp. 57-74. https://doi.org/10.1108/IJSMS-12-03-2011-B006