Standardization of Neuromarketing Questionnaire in Sport

The aim of this study was toStandardization of Neuromarketing Questionnaire in Sport. The statistical population of this study were the consumer’s sport’s wear brands common in Iran included Nike, Adidas, Reebok, Puma and Majid. The sample size consisted of 384. Measurement Instrument was researcher-made questionnaire. A validation study was conducted by management experts. Statistical methods were descriptive indexes for describing data, Cronbach`s alpha for determining reliability, Exploratory factor analysis and Confirmatory factor analysis to determine the construct validity was used. Analytical results showed (α=0.95) reliability for Neuromarketing questionnaire. The amount KMO= 0.87. The amount of relationship and T-value, and they could be a good predictor for their agent. X2/df=2.77, RMSEA=0.068 indexes and NFI=0.94, CFI=0.95, IFI=0.95, AGFI=0.90 and GFI=0.95 also confirmed the goodness of models. Also, the results about the relations of factors with the meaning of Neuromarketing showed that all factors could be a good predictor for the concept of Neuromarketing (T-value=±1.96). Neuromarketing questionnaire reliable and valid measure that can be used to evaluate Consumer behavior in the field of sports and reliable and consistent results are achieved. Finally, based on the results obtained, the neuromarketing questionnaire is reliable and valid measure through which sustainable and stable results can be achieved in a way that helps to sports marketing in changing, convulsive and competitive environment and consequently, marketers, manufactures and sports managements with help of obtained results can design their own advertisements in a way that has the most influence on sports consumer.