Background. Building strong brands has become a marketing priority for many organizations. The brand is an important criterion for the marketing situation. Power of brand effects on customer maintenance, financial benefit, brand broadening, and rivalry advantages... and is a concept, which was made by the consumer. The presumption is that building a strong brand yields a number of marketing advantages. Objectives. The purpose of this study was to investigate the psychometric properties of the strong brand questionnaire among the consumers of sports products. Methods. The questionnaires were administrated to 340 customers. The psychometric properties were determined based on the appropriate statistical methods. Results. The results obtained from the factor analysis via varimax rotation indicated the five factors of the strong brand scale, The relationship between 4 scales on the first scale were more than 0.49, 4 scales on the second scale were more than 0.46, and 4 on the third scale were more than 0.57, 5 scales on the fourth scale were more than 0.33, and 6 scales on the fifth scale were more than 0.35, which later fitted the confirmatory factor analysis. According to conformity indicators for brand strength, the first factor was brand development, the second factor was brand identity, and brand image, brand personality and brand equity respectively were the third to fifth factors. The reliability coefficients of the internal consistency including Cronbach’s alpha was satisfactory for elements and factors (0.859). Conclusion. According to the estimated psychometric properties, this instrument can be used by the researchers in order to assess the achievement goals orientations among the sports product’s customer.

中文翻译：

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运动中强品牌问卷的心理计量学特性调查

背景。建立强大的品牌已成为许多组织的营销重点。品牌是营销情况的重要标准。品牌的力量影响着客户的维护，财务利益，品牌扩展和竞争优势……这是一个由消费者提出的概念。前提是建立强大的品牌会产生许多营销优势。目标。这项研究的目的是调查体育产品消费者中强势品牌问卷的心理测量特性。方法。问卷被管理给340个客户。心理测量特性是根据适当的统计方法确定的。结果。通过varimax旋转进行的因素分析所获得的结果表明了强大品牌规模的五个因素，第一个量表的4个量表之间的关系大于0.49，第二个量表的4个量表之间的关系大于0.46，第三个量表的4个量表之间的关系大于0.57，第四个量表的5个量表之间的关系大于0.33,6个量表在第五等级上大于0.35，后来适合验证性因素分析。根据品牌强度的符合性指标，第一因素是品牌发展，第二因素是品牌形象，品牌形象，品牌个性和品牌资产分别是第三至第五因素。内部一致性的可靠性系数（包括Cronbach'sα）对于元素和因素均令人满意（0.859）。结论。根据估算的心理测量特性，