The current study aimed to investigate factor structure, internal consistency, and construct validity of the scale to measure attitude toward advertising through sport. To collect data, a 45-item, seven-point Likert scale to measure attitude toward advertising through sport proposed by Pyun (2006) was applied [37]. A total of 390 students were selected in the sport management courses at Bachelor's (BBA), Master's (MBA) and Doctoral (PhD) levels from universities of Tehran (Iran) during the academic year 2012-2013 by using a random sampling method. The confirmatory factor analysis was employed to assess the construct validity. The findings showed that Cronbach's coefficient alpha provided a good estimate of the reliability for the total scale (0.86) and seven factors. Through the confirmatory factor analysis, the obtained coefficients were significant (> 1.96), indicating the necessary validity for the scale. The study provided support for the application of the scale to measure overall attitude toward advertising through sport as a valid and reliable instrument in academic settings.
