•  
  •  
 

Global Sport Business Journal

Global Sport Business Journal

Abstract

With the arrival in 2017 of jersey sponsorship at the highest level of professional basketball in the United States (i.e., National Basketball Association [NBA]), this study sought to identify how the various levels of team identification influence brand attitude and buying intention in terms of team jersey sponsorship. The focus was on examining the effect of team identification on fans’ attitudes toward a particular brand and their buying intentions when the jersey did and did not exhibit advertising. A one-way analysis of variance (ANOVA) was conducted to compare scores on the attitude toward the brand between highly, moderate, and low-identified fans across the jersey advertisement options. The results of the study, which found no significant interactions between the level of team identification and the advertisements, extend the research in this area by providing sport marketing scholars and practitioners a more nuanced understanding of fans’ perceptions of jersey sponsorship.

Share

COinS

Tell us how this article helped you.