Team identification and African Generation Y students’ perceived brand personality of Premier Soccer League teams Nkosinamandla Erasmus Shezi Student number: 22957383 Dissertation submitted in fulfilment of the requirements for the degree MASTER OF COMMERCE in the discipline of Marketing Management in the FACULTY OF ECONOMIC SCIENCES AND IT at the NORTH-WEST UNIVERSITY VAAL TRIANGLE CAMPUS Supervisor: Mr R. Müller Co-supervisor: Prof. A.L. Bevan-Dye 2016 DECLARATION I, Nkosinamandla Erasmus Shezi declare that Team identification and African Generation Y students’ perceived brand personality of Premier Soccer League teams is my own work and that all the sources I have used or quoted have been indicated and acknowledged by means of complete references. SIGNATURE DATE ii DECLARATION OF LANGUAGE EDITING Ms Linda Scott English language editing SATI membership number: 1002595 Tel: 083 654 4156 E-mail:
[email protected] 21 November 2015 To whom it may concern This is to confirm that I, the undersigned, have language edited the dissertation of Nkosinamandla Erasmus Shezi for the degree Master of Commerce : Team identification and African Generation Y students’ perceived brand personality of Premier Soccer League teams The responsibility of implementing the recommended language changes rests with the author of the dissertation. Yours truly, Linda Scott iii ACKNOWLEDGEMENTS ''It always seems impossible until it's done'' -Nelson Rolihlahla Mandela I kindly pay a special thanks to the following persons who have made it possible to complete this study: To God for making a difference in my life. Without his guidance and strength, it was impossible. You give me hope in a hopeless situation To my parents, Joseph and Joyce Shezi, for their instructions, love and continuous support To my siblings, Mangaliso Shezi, Menelisi Shezi and Thandanani Shezi.