Abstract
The purpose of this study was two-fold: (a) to identify the dimensions of event quality associated with high school football games and (b) to develop a scale, Event Quality Scale of High School Football (EQS-HSF) that measures event quality of high school football games. Applying a random cluster sampling method, participants were adult spectators (N = 404) from three high school football home games. Following the scale development procedures suggested by Churchill’s (1979), a total of 25 items under six factors (Game Attractiveness, Event Setting, Economic Consideration, Social Opportunity, Exciting Atmosphere, and Enjoyment Experience) were written and validated through qualitative (i.e., review of literature and panel expert) and quantitative methods (confirmatory factor analysis). With appropriate application and continued improvement, the EQS-HSF has displayed great potential to be a valuable marketing tool to examine sport consumer behavior associated with high school football games.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2011.020206
Publication Date
11-2011
Recommended Citation
Byon, Kevin, Ziemnik, Matthew, Lam, Eddie T. C., and Zhang, James J. (2011). Assessing event quality of high school football games: Development of a scale. Journal of Applied Marketing Theory, 2(2), 68-85. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol2/iss2/6