Development and Psychometrics "Scale of Factors Affecting the Branding of Volleyball Premier League Clubs"

The brand of the club has a decisive role in the fate of the club and the factors influencing the creation and strengthening of the brand in the clubs of the Premier Volleyball League are numerous and the impact of each of these factors is different. The aim of the present study was to develop and psychometrics "Scale of Factors Affecting the Branding of Volleyball Premier League Clubs"

The research method was qualitative-quantitative (methodological). In the qualitative section, data were collected through semi-structured interviews with 19 sports experts from the volleyball league teams of Iranian cities and faculty members in the fields of sports management at universities. In the quantitative part, content validity was measured qualitatively by 15 faculty members in the fields of sports management in universities. The construct validity was measured by exploratory and confirmatory factor analysis in both a sample of 362 sports science faculty members, volleyball specialists and sports science students (by convenience sampling method). Reliability was calculated by internal consistency method by calculating Cronbach's alpha coefficient in a sample of 30 experts. Data analysis was performed in SPSS .26 and Amos. 24.

Developed scale items were derived from the qualitative section. In the quantitative part, the validity of the qualitative content was confirmed. The results of exploratory factor analysis showed 63 items and 10 subscales. Reliability was obtained by internal consistency method by calculating Cronbach's alpha coefficient for the whole scale of 0.95 and for the subscales from 0.91 to 0.75.

The "Scale of Factors Affecting the Branding of Volleyball Premier League Clubs" was developed with validity and reliability. Therefore, it is recommended to use it to measure the factors affecting the branding of volleyball premier league clubs.