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    Are They Wearing Their Pride on Their Sleeve? Examining the Impact of Team and University Identification upon Brand Equity

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    Issue Date
    2016
    Author
    Wear, Henry T.
    Heere, Bob
    Clopton, Aaron Walter
    Publisher
    Fitness Information Technology
    Type
    Article
    Article Version
    Scholarly/refereed, publisher version
    Rights
    © 2016 West Virginia University
    Metadata
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    Abstract
    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.
    URI
    http://hdl.handle.net/1808/25589
    Collections
    • Health, Sport, and Exercise Sciences Scholarly Works [102]
    Citation
    Wear, H., Heere, B., & Clopton, A. (2016). Are they wearing their pride on their sleeve? examining the impact of team and university identification upon brand equity. Sport Marketing Quarterly, 25(2), 79-89.

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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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