Development of a scale to measure perceived intensity of sponsorship activities

The purpose of research was the development of a scale to be used in measuring perceived intensity of sponsorship activities. Psychometric adequacy of the initial set of items is analyzed by assessing reliability, convergent validity and dimensionality of the initial set of items. The Cronbach alpha coefficient, explorative and confirmative factor analysis are applied. Results indicate that the measurement scale developed in such a way has satisfactory psychometric characteristics. The developed measurement scale possesses very good reliability, convergent validity while it dimensionality fits the conceptualized dimensionality.