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

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This article examines the effectiveness of sportswear companies' sponsorship of intercollegiate athletic departments, and the subsequent effects on the students of the university.

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11 p.

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Wear, Henry; Heere, Bob & Clopton, Aaron 2016.

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This article is part of the collection entitled: UNT Scholarly Works and was provided by UNT College of Business to Digital Library, a digital repository hosted by the UNT Libraries. More information about this article can be viewed below.

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  • © 2016, West Virginia University

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This article examines the effectiveness of sportswear companies' sponsorship of intercollegiate athletic departments, and the subsequent effects on the students of the university.

Physical Description

11 p.

Notes

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.

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  • Sport Marketing Quarterly, 2016. Morgantown, WV: FiT Publishing

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  • Publication Title: Sport Marketing Quarterly
  • Volume: 25
  • Issue: 2
  • Page Start: 79
  • Page End: 89
  • Peer Reviewed: Yes

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UNT Scholarly Works

Materials from the UNT community's research, creative, and scholarly activities and UNT's Open Access Repository. Access to some items in this collection may be restricted.

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  • 2016

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  • Sept. 24, 2018, 1:56 p.m.

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Wear, Henry; Heere, Bob & Clopton, Aaron. Are They Wearing Their Pride on Their Sleeve? Examining the Impact of Team and University Identification upon Brand Equity, article, 2016; Morgantown, West Virginia. (digital.library.unt.edu/ark:/67531/metadc1248363/: accessed December 19, 2018), University of North Texas Libraries, Digital Library, digital.library.unt.edu; crediting UNT College of Business.