Adaptation of Sport Brand Personality Scale to Turkish
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Universal Journal of Educational Research 6(4): 759-768, 2018 http://www.hrpub.org DOI: 10.13189/ujer.2018.060419 Adaptation of Sport Brand Personality Scale to Turkish İlyas Görgüt1,*, Ayşe Feray Özbal2 1School of Physical Education and Sport, Kütahya Dumlupınar University, Turkey 2School of Physical Education and Sport, Kastamonu University, Turkey Copyright©2018 by authors, all rights reserved. Authors agree that this article remains permanently open access under the terms of the Creative Commons Attribution License 4.0 International License Abstract Validity and reliability of Turkish form of 1. Introduction sport brand personality scale, which was developed by Mitsis and Leckie (2016), was presented in this study. Product variety and rapid movement of capital in today’s Scale was designed to reflect the impact of individuals’ globalized world have forced companies to apply different favorite athletes on them in other words the strength of the marketing strategies. Companies have been designing their role model factor. In study, participants were tried to reach human resources in accordance with this and try to through an online form on voluntary basis and participants implement their in-service trainings in accordance with this. were included into the study in two stages as pilot and main Taking the individual directly into the center and doing study. After the incorrect and incompletely filled scale projections considering his or her tendencies are among the forms had been taken out, 107 people were taken for the goals of these trainings. Particularly, the personality, habits pilot study and 326 people were taken for the validity and and attitudes of individuals, and their role models reliability of the study, in total 433 people were taken into constitute the target audience and majority of these studies. account for the statistical procedures. When the Personality is defined as distinct characteristics peculiar educational status of participants were asked in the study; it to a person; all of the spiritual and moral qualities; and all was stated that, 1 of participants was literate, 2 of of the habits and behaviors of a person or individual participants were primary school, 6 of participants were acquired in social life [1]. Robbins and Judge [2] defined secondary school, 69 of participants were high school, 300 personality as the dynamic organization within the of participants were university graduate and 55 of individual of those psychophysical systems that determine participants were undergraduate. When we look at age his unique adjustments to his environment. Özarslan [3] distribution of the participants, 10.6% of them were in stated it as all of the distinct, stable and consistent 14-19 age group, 37.4% of them were in 20-25 age group, characteristics of the individual. Sudak (2011) defined 20.6% of them were in 26-31 age group, 14.3% of them personality it as integrity of unique, decisive and consistent were in 32-37 age group, 9.5% of them were in 38-43 age behaviors that are revealed with stimulation, feeling and group, 5.3% of them were in 44-49 age group, 2.1% of opinions and with learning and beliefs [4]. them were in 50-55 age group and .2% of them were in 56 Personality is considered as combination of various age and above group. For the Turkish adaptation of scale, physical and psychological characteristics. On the other language validity was provided through expert opinion. hand, as it is a product of heredity and environment, Validity of scale was assessed with confirmatory factor individuals living in the same neighborhood are expected analysis and reliability of scale was assessed with split-half to have some common points that significantly reflect their reliability methods. For the six subscales, it was seen that personalities [5]. In general, personality of an individual fit indices were in acceptable level for X2/df, RMSEA, RFI, includes the combination of all characteristics including GFI, AGFI and in perfect level for CFI, NNFI, NFI, IFI. In physical appearance in addition to regularity of his/her conclusion, the internal consistency for all scale was .95 attitudes and experiences [6]. Finally, personality can be and for the six subscales respectively defined as a unique consistent and structured relationship were .91, .86, .86, .84, .77 and .90. In conclusion, obtained type that distinguishes the individual from others he or she data by the application of Turkish form of scale showed is in communication both in terms of his or her inner world that adapted scale having six subscales, 19 items and 7 and interactions that reflect all characteristics of the Likert type scoring tool, was a valid and reliable scale. individual. [7]. Personality of an individual is represented by his or her Keywords Sport, Brand, Personality, Scale, Validity, own features, feelings, thoughts and motives that catalyze Reliability them in a permanent or temporary way, and consists of some characteristics [8]. Thus, the existence of various 760 Adaptation of Sport Brand Personality Scale to Turkish personality types can easily be understood from In conclusion, successful athletes are considered as abovementioned definitions. These personality effective role models that can inspire from children to characteristics were analyzed under four titles as analytic adolescents to participate in sports and physical activities personality which refers to people who focus on details, are or be in sports places [18]. For this reason, the existence of competitive, and open to trying new things; showman teams and athletes with a high amount of fans makes it personality which refers to people who are fond of necessary to identify and measure the expectations of attracting attention of others, speak fluently, and who focus sports industry that has become a gross market all around on important aspects of sports competitions; dominant the world. Namely, in addition to the studies that promote personality referring to people who never gets tired, are sports, the effect of athletes on individuals and the level of willing to lead others, ambitious for significant successes, this effect have a significant role in stock and marketing and are sometimes nervous; and conciliating personality strategies of companies and activities leading those which refers to people who can effectively develop strategies. For this reason, this study aims to adapt the communication with others by Ioan and Mihaela [9]. “Sport Brand Personality Scale” into Turkish which is Personality plays an important role in all areas of life. thought to provide the required data to researchers and the One of these areas is sports. It is possible to mention about units working on strategy development. a strong relationship between personality and sports. Especially as the participation in sports can affect personality development and on the other hand, that 2. Materials and Methods personality development affects participation to physical activities and sports reveals the mutual relationship The adaptation process of “Sport Brand Personality between personality and participation in sports [10]. Thus, Scale” was conducted through following all of the people who do sports are thought to be affected positively scientific steps including language validity, piloting, from both situations. Success and competition is the focus reliability and validity studies that are all necessary for the point of every athlete. Earning money, getting a higher adaptation of a scale. status or experiencing success at the top can be counted among the goals of athletes as well. Although many 2.1. Participants athletes have the same goals, each individual commits success differently in accordance with his or her The study consists of two steps. During the first step, personality traits [11]. This expression leads us to the participants from different levels of society were reached concept of role model based on various theories including through the online form of the scale. 107 people were social cognitive theory, role theory, role definition theory included in piloting of the scale during this step, and 16 and social comparison theory [12]. A role model can be people who did not fill in the scale appropriately were defined as, “an individual who is perceived as exemplary, excluded from the study. As for the second step, 326 or worthy of imitation” [13]. Individuals start behaving in people who were reached online as well were included in accordance with role models they choose. For example, the reliability and validity studies of data collection tool, they wear or eat the same as the athlete they imitate, in and answers of 12 people were excluded from the study. other words, they reveal behavioral changes according to The remaining number, 314, is considered to be sufficient their role models. The changed behavior warns role model for adaptation studies. There are various suggestions in while it attracts the observers, and it creates permanent literature in terms of the number of participants in images and offers opportunities [14]. The concepts that are adaptation studies. Tabachnick and Fidell [19] suggested mentioned in previous research showed that role models at least 300 participants for factor analysis in a study. On had at least three characteristics such as outstanding the other hand, Bryman and Cramer [20] stated that a performance, worthy of imitation and similarity [15]. group that would be at least five to tenfold of items in a Superior performances of athletes are adopted by people scale form should be included in adaptation process. As to who follow them and are tried to be imitated. Furthermore, Hair et al., [21] they stated that fivefold of items in a scale regarding the fact that sports supports the moral qualities would be enough for deciding on the number of and ethical principles of sports lovers, it is considered to be participants who would sample the during the adaptation an important moral role model for others [16].