Personality Traits as Predictors of Athlete Branding among Elite Players in Nigeria Premier Football League

Abstract

Diverse organisations have steadily used branding as a tool to gain a 
competitive advantage over their competitors in recent times. This study 
examined personality traits 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. The descriptive 
research design was used. Population comprised all NPFL players. Three 
hundred and forty NPFL players were sampled. Purposive and convenient 
sampling techniques were used to select respondents. Two self-developed 
and validated instruments were used for data collection. Personality Trait 
Scale (PTS), and Football Player Branding Scale (FPBS). The reliability 
coefficients were PTS (0.93), and FPBS (0.85) respectively. Descriptive 
statistics was used to analyse demographic data while multiple regression was used to analyse the hypotheses. The study revealed that 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. The study 
concluded that personality traits predicted athlete branding. 
Recommendations included, NPFL clubs and coaches should foster 
leadership and charisma in players through trainings, workshops and 
personality development programmes. In addition, players should be 
encouraged to take leadership roles, thereby enhancing brand perception.