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Are they wearing their pride on their sleeve? Examining the impact of team and university identification upon brand equity

Wear, Henry, Heere, Bob and Clopton, Aaron 2016, Are they wearing their pride on their sleeve? Examining the impact of team and university identification upon brand equity, Sport marketing quarterly, vol. 25, no. 2, pp. 79-89.

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Title Are they wearing their pride on their sleeve? Examining the impact of team and university identification upon brand equity
Author(s) Wear, HenryORCID iD for Wear, Henry orcid.org/0000-0002-2318-4143
Heere, Bob
Clopton, Aaron
Journal name Sport marketing quarterly
Volume number 25
Issue number 2
Start page 79
End page 89
Total pages 11
Publisher FiT Publishing
Place of publication Morgantown, W. Va.
Publication date 2016
ISSN 1061-6934
1557-2528
Keyword(s) brand equity
team identification
intercollegiate athletics
sponsorship
sportswear
Summary This study examined the effectiveness of sportswear companies’ sponsorship of intercollegiate athletic departments, and the subsequent effects on the students of the university. The value of these sponsorship contracts has grown exponentially, with new contracts averaging $6 million a year per institution (Kish, 2014). However, little research has been devoted to the impact of the relationship between sportswear brands and university students, and it is uncertain what the return on investment of these sponsorships are to the apparel companies, other than media exposure. To examine how effective these sponsorships were, the researchers asked students about their identification with a college basketball team, the university itself, and conducted a linear regression analysis to understand the effect of these identification processes on the brand equity of the sportswear sponsor. Results were not statistically significant, signifying that team and university identification did not impact sportswear brand equity.
Language eng
Field of Research 1505 Marketing
1504 Commercial Services
Socio Economic Objective 0 Not Applicable
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, West Virginia University
Persistent URL http://hdl.handle.net/10536/DRO/DU:30091805

Document type: Journal Article
Collection: Department of Management
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