Measuring Model of Consumer’s Moral Emotions in Sport Marketing: A Scale Development

Despite the various violations of athletes, researchers paid a few attentions to the negative effects of these violations on consumer’s responses. The main purpose of this research was to present a model for measuring the level of consumer’s moral emotions in facing with doping scandal by endorser celebrity athletes.
The present research was conducted by an exploratory mixed methodology. Logical induction was utilized for analyzing qualitative data collected from 18 interviews (9 men and 9 women), in addition, 224 sport sciences students of Iranian universities filled out the quantitative questionnaires to run confirmatory factor analysis (CFA) of the measuring model.
The results from CFA and its goodness and badness indexes revealed standard amount of the indexes. Moreover, results showed that the extent of Average Variance Extracted (AVE) for contempt, anger and disgust was higher than 0.5 which revealed Convergent Validity of the named variables. Additionally, the extent of Average Variance Extracted (AVE) for all variables was bigger than the square of their pairwise relationships which also revealed Discriminant Validity. All variables reliabilities were higher than 0.7 which indicated Composite Reliability.