Determining Validity and Reliability of the Tool to Measure Branding of Sport Events

Inference in studies is the result of measurement and measurement is possible by scale and instrumentation. Therefore, reliable and valid measurement tools can ensure accurate and reliable conclusions. In this regard, this research has been validated by the International Sporting Events Branding Questionnaire. A questionnaire with 71 questions, 22 sub-domains and 6 domains was arranged by extracting the data and refining them. CVR Index was evaluated for all questions. Exploratory Factor Analysis for Convergent and Differential Validity and Verifiable Analysis for Determining Structural Validity. The findings showed that all questions of the questionnaire had a good correlation and obtained the quorum of attendance in the questionnaire. Thus, the convergence of variables in each factor as well as the differentiation of factors was confirmed. Also, the verified model validated the structure's validity. Therefore, according to the results of the research, it can be noted that the above questionnaire is valid and suitable for evaluation and research for the promotion of sports events.