The purpose of this study was to examine the effects of perceived image fit between the Korea-Japan World Cup (KJWC) and its official partners on brand awareness. In particular, Taylor & Crocker's (1981) schema theory was used as a theoretical perspective to interpret the results from the effects of perceived image fit on brand awareness. Data were collected from two different groups of students who watched the KJWC: a pre-test stage of 528 participants and a main test stage of 1,281 participants. The pre-test was conducted to facilitate the students' image dimensions of the KJWC and a set of appropriate official KJWC partners. The main test was conducted to examine the effects of the perceived KJWC/official partners' image fit on consumers' brand awareness. The results indicate that a higher perceived image fit

The purpose of this investigation was twofold: (a) to identify age, gender, educational background, athletic playing experience, teaching experience, coaching experience, and administrative experience of athletic directors (ADs) of historically black colleges and universities {HBCUs), and (b) to compare these data with data collected in previous studies on ADs of predominantly white colleges and universities. A 20-item questionnaire was designed, and copies were mailed to the 80 ADs of the HBCUs listed in the 1988-1989 National Directory of College Athletics. Fifty-five (68.8%) ADs returned the questionnaire; of these, 53 were black males, 1 was a black female, and 1 was a white male. Although the results revealed that ADs of HBCUs possessed many of the characteristics of ADs of predominantly white colleges and universities, there were differences found between the ADs of this study and those of earlier studies: (a) ADs of HBCUs were, on the average, 5 years younger in age, (b) a higher percentage of ADs of HBCUs held master's and doctorate degrees, (c) a higher percentage of ADs of HBCUs currently had teaching and/or coaching responsibilities, and (d) the median salary ranges were lower for ADs of HBCUs than for ADs of predominantly white colleges and universities. As was the case in earlier studies, few ADs held degrees in sport administration,

Using Mintzberg's managerial role model, this study examined the managerial role profiles of 63 intercollegiate athletic conference commissioners. Results showed that the subjects rated the disseminator role as most important, followed by the liaison, disturbance handler, monitor, leader, entrepreneur, spokesperson, figurehead, negotiator, and resource allocator role behaviors. Membership in NCAA divisions did not significantly affect these ratings.

The present investigation examined how African American students rated the values of the basic instructional physical education activity program at two historically Black colleges and universities (HBCUs) based on a 24-item questionnaire. Descriptive data indicated that the students rated keeping in good health and physical condition as the most important value. A principal component factor analysis with varimax rotation revealed five underlying factors that appeared related to (a) physical self-efficacy, (b) a commitment to lifelong participation, (c) health-related physical fitness, (d) health/aesthetic benefits, and (e) social benefits. Physical self-efficacy appeared to be the most significant, accounting for the largest portion of the explained variance. African American female students placed more emphasis on health/aesthetic benefits, and African American male students placed emphasis on the social benefits. Overall, results of the present investigation generally appeared consistent with findings of earlier studies conducted at predominantly white Colleges and universities.

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