TY  - JOUR
AB  - 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.
VL  - 12
IS  - 3
SN  - 1464-6668
DO  - 10.1108/IJSMS-12-03-2011-B006
UR  - https://doi.org/10.1108/IJSMS-12-03-2011-B006
AU  - Kim Yu Kyoum
AU  - Trail Galen T
AU  - Woo Boyun
AU  - Zhang James
PY  - 2011
Y1  - 2011/01/01
TI  - Sports consumer-team relationship quality: development and psychometric evaluation of a scale
T2  - International Journal of Sports Marketing and Sponsorship
PB  - Emerald Group Publishing Limited
SP  - 57
EP  - 74
Y2  - 2024/05/05
ER  -