Preliminary communication

Development of a scale to measure perceived intensity of sponsorship activities

Edo Rajh orcid.org/0000-0003-1916-5756 ; The Institute of Economics, Zagreb
Ljiljana Božić orcid.org/0000-0001-5104-7501 ; The Institute of Economics, Zagreb

Abstract

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.

Keywords

sponsorship; measurement scale; reliability; validity

Hrčak ID:

21977

URI

https://hrcak.srce.hr/21977

Publication date:

1.12.2006.

Article data in other languages: croatian

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