Browsing by Author "Blessing Chisalam EKWE"

Now showing 1 - 1 of 1
  • No Thumbnail Available
    Item
    Personality Traits and Sports Performance as Predictors of Athlete Branding among Elite Players in Nigeria Premier Football League
    (Lead City University, Ibadan, 2024-12) Blessing Chisalam EKWE
    This study examined personality traits and sports performance as predictors of athlete branding among elite players in the Nigeria Premier Football League (NPFL). The aim was to explore athlete branding among players in the NPFL, analysing corporate perceptions, personality traits, sports performance, and age-related differences. Descriptive research design was used. The population consists of all NPFL players, NPFL and corporate organisations staff members in Nigeria. 340 NPFL players as well as 14 NPFL and organisation staff members were sampled. Purposive sampling and convenient sampling techniques to select respondents. Self-developed and validated questionnaires were used for data collection. The reliability coefficients were PTS (0.93), SPS (0.91), FPBS (0.85), and CONMSMS (0.88). Descriptive statistics were used to analyse demographic data and research questions. Inferential statistics of multiple regression and ANOVA were used to analyse hypotheses. The study revealed that the level of branding among NPFL players was high (mean=3.40); the perception of NPFL and organisation staff members on athlete branding was high (mean=3.32). There was a significant joint prediction of leadership and charisma on athlete branding among respondents (F(2,337)=99.300, p<0.05). There was a significant relative prediction of leadership (ß=0.213, t=3.568, p<0.05) and charisma (ß=0.441, t=7.337, p<0.05) on athlete branding. There was a significant joint prediction of sports records, skill level and big game performance on athlete branding among respondents (F(3,336)=83.104, p<0.05). There was a significant relative prediction of sports records, (ß=0.358, t=6.332, p<0.05) skill level (ß=0.173, t=2.923, p<0.05) and big game performance (ß=0.211, t=3.273, p<0.05) on athlete branding. There was no significant difference in athlete branding among respondents based on age (F(2,583)=0.624; p>0.05). The study concluded that level of athlete branding among NPFL players was high. Personality traits and performance predicted athlete branding but age did not. Recommendations include regular evaluation of athlete branding, workshops, surveys, and prioritisation of individual achievements overage. Keywords: Branding, Personality Traits, Performance, Football League, Sponsorship. Word Count: 297