Bu Ali sina University Contemporary Studies On Sport Management 2345-4628 5 9 2015 03 21 An investigation of the psychmetric properties of the experiential marketing questionnaire among sport brands An investigation of the psychmetric properties of the experiential marketing questionnaire among sport brands 23 33 1180 FA Mona Rezaee Journal Article 2015 02 01 Nowadays, marketing has been changed because of changes in technology, a lot of information and variety in choose, which is available for costumer. Experiential marketing is one of the new methods to achieve these needs. Experiential marketing is the process of recognition and resolve the customer’s needs to make profit and added value by two-way communication. The purpose of this study was to investigat the psychometric properties of the experiential marketing questionnaire among the consumers of sport products. The questionnaires were administrated to 340 customer. The psychometric properties were determined based on the appropriate statistical methods. The results obtained from the factor analysis via varimax rotaition indicated the five factors of the experiential marketing scale. The relationship between 8 scales on first scale were 0.333, on second scale were more than 0.447, 5 on third scale were more than 0.51, 5 on forth scale were more than 0.3 and 4 scales on fifth were more than 0.345. The reliability coefficients of the internal consistency including Cronbach’s alpha was satisfactory for elements and factors (0/885). According to the estimated psychometric properties, this instrument can be used by the researchers in order to assess the four achievement goal orientations among the sport product’s customer. Nowadays, marketing has been changed because of changes in technology, a lot of information and variety in choose, which is available for costumer. Experiential marketing is one of the new methods to achieve these needs. Experiential marketing is the process of recognition and resolve the customer’s needs to make profit and added value by two-way communication. The purpose of this study was to investigat the psychometric properties of the experiential marketing questionnaire among the consumers of sport products. The questionnaires were administrated to 340 customer. The psychometric properties were determined based on the appropriate statistical methods. The results obtained from the factor analysis via varimax rotaition indicated the five factors of the experiential marketing scale. The relationship between 8 scales on first scale were 0.333, on second scale were more than 0.447, 5 on third scale were more than 0.51, 5 on forth scale were more than 0.3 and 4 scales on fifth were more than 0.345. The reliability coefficients of the internal consistency including Cronbach’s alpha was satisfactory for elements and factors (0/885). According to the estimated psychometric properties, this instrument can be used by the researchers in order to assess the four achievement goal orientations among the sport product’s customer. https://smms.basu.ac.ir/article_1180_beb499721a5ee63f0a09aff26b26b23f.pdf