Validity and Reliability Studies of Love and Hate Scale for Sports Fan and The Intention of Purchase Sports Team Licenced Merchandise Scale

Abstract

The purpose of this study was to test the reliability and validity levels of the Turkish versions of “Love and Hate Scale for Sports Fan” and “The Intention of Purchase Sports Team Licenced Merchandise” scales and to analyse the relationship between sport fans loyalty, intention to purchase licenced sports team merchandise, income level and fanship level. The study group was composed of 51 female (%28,3), 129 male (%71,7) university students (total n=180) who were sampled via criterion sampling method. The Turkish versions of Love and Hate Scale for Sports Fan Scale and Intention of Purchase Sports Team Licenced Merchandise Scale and a demographic information section surveying participants’ income and fanship level developed by the authors composed the data collection instrument. Validity and reliability analyzes were conducted to the scales. Statistical results stated Turkish versions of both scales have met the reference criteria related with reliability and validity. Also, significant relationship existed between fanship level and love towards supported team, between fanship level and hate towards main rival team, and between fanship level and sports team licenced product purchase intention. Additionally, statistical findings pointed positive significant relationship between participants’ love-hate level and licenced team merchandise purchase intention. Finally, research findings revealed that “Love and Hate Scale for Sports Fan Scale” and “The Intention of Purchase Sports Team Licenced Merchandise Scale” are valid and reliable scales for Turkish population studies, and fans’ team licenced merchandise purchase intention is correlated with their feeling like love towards supported team and hate towards the main rival team.