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ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JUNE 2011 VOL 3, NO 2 professor. The experts were asked to comment on the relevance, representativeness, and clarity of items and provide suggestions for improving the questionnaire. Reliability measures were calculated for each of the four variables of the instrument. For the four items constituting consumer sport involvement, α = .908. For the three items constituting brand awareness, α = .863. For the six items constituting corporate image, α = .822. For the three items constituting purchase intentions, α = .902. Therefore, coefficient alpha reliability tests run for each factor satisfied Nunally's (1978) criterion of .60 or higher as a standard for an exploratory research study. The total Reliability of the questionnaire was α = .922 The questionnaire that was made by the researcher included 16 questions and measured consumer sport involvement, brand awareness, corporate image and purchase intentions. The first section of the questionnaire was related to the demographics of the respondents. There were three items on brand awareness and purchase intentions, four items on consumer sport involvement and six items on corporate image. This amounted to 16 total items measuring the variables of sport sponsorship effectiveness. All of the variables in the analysis were measured using a five-point Likert scale ranging from 5 (Strongly agree) to 1 (Strongly disagree). Table 1 displays the list of questionnaire items for each variable in the study. Table 1. Questionnaire Items Fan Sport Involvement items It is important to me to be a part of football. My friends view me as a strong fan of football. It is very important to me that football games are played. I see myself as a strong fan of football. Brand Awareness items (Top of the mind): What is the name of the first sponsor of your favorite team that you can recall? (Unaided Recall Item): Please mention some of the sponsors of your favorite team. (Aided Recall Item): From the list below, please select the sponsors of your favorite team. A: City bank B: Iran furniture market C: Razi insurance D: Tat bank E: Samsung Corporate Image items Companies who sponsor my favorite football team provide quality products/services. Companies that sponsor my favorite football team only want to make money. Companies that sponsor my favorite football team try to help doing sport activities with the intention of improving sports. Companies that sponsor my favorite football team are good companies to work for. Companies that sponsor my favorite football team care about the consumer needs and respond to them. Companies that sponsor my favorite football team are famous and creditable. Purchase Intentions items The If I need statistical a product/service population that of this the corporate study included sponsors Persepolis of my favorite and Esteghlal football team fans present, who were I will the buy it from them. If the corporate sponsors of my favorite football team present a new product/service, I will try it. members of fan clubs and social sites (Yahoo groups). Finally, 423 Persepolis and Esteghlal fans My overall attitude toward purchasing products/services from companies that sponsor my favorite football randomly team is positive. selected as statistical sample and the questionnaire were sent electronically to them. COPY RIGHT © 2011 Institute of Interdisciplinary Business Research 122
ijcrb.webs.com INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS JUNE 2011 VOL 3, NO 2 After collecting the questionnaires, some questionnaires were excluded because of being incomplete and lack of cooperation of fans which in final 384 complete questionnaires [192 Persepolis fans and 192 Esteghlal fans ] were used as the sample of this study. The data analysis in the study included descriptive statistics (i.e. means and standard deviations), reliability measures and regression analysis. Also the analysis of data were in significant level p
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