To Determine the Psychometrics Properties of Customer-Based Brand Equity Scale in Sport Teams

Due to increased competition in various industries, brand equity is one of the essential factors which creates competitive advantage for organizations. In sport, creating and promoting a powerful brand are of utmost priority among major clubs around the world. So they could achieve unique privileges. This study aimed at determining the validity and reliability of customer-based brand equity scale by Ross (2008) Spectator-Based Brand Equity (SBBE) scale. The statistical population included those spectators present at Azadi stadium and sample consisted of 375 spectators present at stadium who were randomly selected by Cochran Formula based on the available sample in factor analysis. After the copyright permission to use the questionnaire was received, the questionnaire was translated in three stages and its content and face validity was confirmed through a panel of experts. The reliability was equal to 0.73 based on Cronbach’s alpha (P<0.01). Confirmatory factor analysis technique was employed to determine construct validity using Lisrel software. This questionnaire included two dimensions: brand association with 46 items and brand awareness with 8 items. Indices and outputs from Lisrel software revealed that the selected indices enjoyed adequate validity to measure brand equity factors and could satisfactorily measure brand equity of national volleyball team (RMSEA≤0.08 and AGF, GFI, NFI, CFI≥0.90). Also, all factor loadings of brand equity factors were accepted. Given these findings, it can be concluded that the corresponding scales of brand equity based on the views of the spectators could be used as a valid tool in the case of Iranian sport spectators.