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

Yu Kyoum Kim (Assistant Professor, Department of Sport Management, Florida State, University, Tully Gym 1020, Tallahassee, FL32306, USA)
Galen T Trail (Associate Professor, Seattle University)
Boyun Woo (Assistant Professor, Endicott College, Ohio State University)
James Zhang (Professor, University of Florida & Shanghai University of Sport)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2011

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.

Keywords

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

Publisher

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Emerald Group Publishing Limited

Copyright © 2011 by Winthrop Publications Limited