Development of a Scale to Measure Team Brand Associations in Professional Sport

The Team Brand Association Scale (TBAS), which is intended to measure professional sport team brand associations, was developed through the use of a free-thought listing technique in combination with a confirmatory factor analysis procedure. Information was provided by individuals regarding their favorite sports team, and 11 dimensions underlying professional sport team brand associations were identified: nonplayer personnel, team success, team history, stadium community, team play characteristics, brand mark, commitment, organizational attributes, concessions, social interaction, and rivalry. Review of the TBAS psychometric properties indicated that eight dimensions had acceptable reliabilities (Cronbach’s alpha scores ranging from .76-.90), as well as content validity (verified by a 3-member expert panel review), discriminant validity (based on correlations among latent constructs and their standard errors), concurrent validity (significant correlations with an external measure), and construct validity.

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