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Numerous variables have been found to influence sport consumption; however, research examining nationalism as a construct has yet to be fully examined. The purpose of this study was to develop a scale to measure nationalism as a motive for sport fan consumption. The proposed scale included 16 items and measured the nationalism as multidimensional construct (connection to countryman, national belonging and national pride). The number of items per dimension ranged from three to nine (connection to countryman three items, national belonging four items and national pride nine items). Data was collected at the 2004 European Championships in Portugal to assess the validity and reliability of the proposed scale. The sample included Dutch, English and Portuguese fans (N=481). The sample was split so the scale could be purified. The results of an exploratory factor analysis with Split 1 (n=240) revealed that the 16 items held together to represent one construct, nationalism. Assessment of the item-to-item correlations and the squared multiple correlations led the researcher to delete items that were highly correlated and did not contribute more than chance to the variance accounted for. The number of items in the scale was reduced to seven. The Cronbach's alpha score computed using Split two was 0.92. The seven items were reasonably concluded to capture the essence of nationalism as a sport fan motive. Implications and future research will assist sport marketing practitioners in gaining an enhanced understanding of today's sport fan at an international sporting event (e.g., Olympics, World Cup).
A Thesis submitted to the Department of Sport Management Recreation Management and Physical Education in partial fulfillment of the requirements for the degree of Master of Science.
Includes bibliographical references.
Jeffrey Dalton James, Professor Directing Thesis; Robert Aubrey Kent, Committee Member; Cecile Reynaud, Committee Member.
Florida State University
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