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

journal contribution
posted on 2016-01-01, 00:00 authored by Henry Wear, B Heere, A Clopton
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.

History

Journal

Sport marketing quarterly

Volume

25

Issue

2

Pagination

79 - 89

Publisher

FiT Publishing

Location

Morgantown, W. Va.

ISSN

1061-6934

eISSN

1557-2528

Language

eng

Publication classification

C Journal article; C1.1 Refereed article in a scholarly journal

Copyright notice

2016, West Virginia University

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