Sponsorship Evaluation Scale (SES): a validity and reliability study

Abstract

Although sponsorship is one of the main fund-raising methods available to sports organizations, and a useful marketing communication tool for a company as sponsor, selecting a suitable partner is a difficult issue for any company. Therefore, an understanding of the views of the people who consume sports is vital. The evaluation of consumer response to sport sponsorship is limited in the academic literature. This research was aimed to conduct a dimensionality, validity and reliability study of the Speed and Thompson Sponsorship Questionnaire in Turkey (2000). Eight hundred and fifty-two (852) university students participated in the study. The validity of the instrument was established by face validity and through construct-related evidence. The reliability of the instrument was tested by Cronbach Alpha which was in the range of .93 to .97 for all subscales (p<.01). Results indicated that the 55-item-11-component version of the Sponsorship Evaluation Scale is valid and reliable in measuring effects of sponsorship on the Turkish consumers’ with respect to their sponsorship response.

Key words: Sponsorship; Sports; Consumer response; Attitudes;
Sponsorship evaluation; Sponsorship effect.