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Prethodno priopćenje

Development of a scale to measure perceived intensity of sponsorship activities

Edo Rajh orcid id orcid.org/0000-0003-1916-5756 ; Ekonomski institut, Zagreb
Ljiljana Božić orcid id orcid.org/0000-0001-5104-7501 ; Ekonomski institut, Zagreb


Puni tekst: hrvatski pdf 280 Kb

str. 7-14

preuzimanja: 764

citiraj


Sažetak

The purpose of research was the development of a scale to be used in measuring perceived intensity of sponsorship activities. Psychometric adequacy of the initial set of items is analyzed by assessing reliability, convergent validity and dimensionality of the initial set of items. The Cronbach alpha coefficient, explorative and confirmative factor analysis are applied. Results indicate that the measurement scale developed in such a way has satisfactory psychometric characteristics. The developed measurement scale possesses very good reliability, convergent validity while it dimensionality fits the conceptualized dimensionality.

Ključne riječi

sponsorship, measurement scale, reliability, validity

Hrčak ID:

21977

URI

https://hrcak.srce.hr/21977

Podaci na drugim jezicima: hrvatski

Posjeta: 1.320 *