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Spectator-based sports team reputation: scale development and validation

Wonseok (Eric) Jang (Graduate Student, Department of Tourism, Recreation, and Sport Management, College of Health and Human Performance, University of Florida, POBOX 118208 Gainesville, FL 32611)
Yong Jae Ko (Associate Professor, Department of Tourism, Recreation, and Sport Management, College of Health and Human Performance, University of Florida, POBOX 118208 Gainesville, FL 32611)
Sylvia M Chan-Olmsted (Professor, Department of Telecommunication, College of Journalism and Communications, University of Florida, POBOX 118400 Gainesville, FL)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 April 2015

713

Abstract

No psychometrically sound measurement scale exists to effectively measure sports team reputation. The current study proposed and developed the Spectator-based Sports Team Reputation (SSTR) by considering the most important stakeholder groups - spectators. The results indicated that SSTR had a positive and direct impact on team identification and trust towards a team. The most significant theoretical contribution of this study is the conceptualisation and development of the SSTR scale, with a multi-dimensional approach from the spectator perspective.

Keywords

Citation

Jang, W.(E)., Jae Ko, Y. and Chan-Olmsted, S.M. (2015), "Spectator-based sports team reputation: scale development and validation", International Journal of Sports Marketing and Sponsorship, Vol. 16 No. 3, pp. 52-72. https://doi.org/10.1108/IJSMS-16-03-2015-B005

Publisher

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Emerald Group Publishing Limited

Copyright © 2015 by Winthrop Publications Limited

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