Abstract
A recent ESPN campaign included a mock Duke University advertisement that conveyed the significant contribution of intercollegiate athletics to institutional brand equity at even the most prestigious academic institutions. The ad positioned Duke’s athletic feats as more relevant and important to prospective students and their parents than the school’s academic reputation; yet, with the exception of Alessandri (2007), the literature has not explicitly considered the contributions of intercollegiate athletics in building University brands. To date, authors that have studied brand equity in intercollegiate athletics have almost universally considered branding as it relates to building team brand equity (Gladden, Milne & Sutton, 1998; Ross, 2006), as opposed to the contribution of athletic brands to institutional brand equity.
Chapter PDF
Similar content being viewed by others
Keywords
- Institutional Investment
- Brand Equity
- Integrate Postsecondary Education Data System
- Intercollegiate Athletic
- Athletic Department
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2015 Academy of Marketing Science
About this paper
Cite this paper
Marquardt, A., Stinson, J.L., Chandley, J. (2015). University Branding: The Contribution of Intercollegiate Athletics. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_7
Download citation
DOI: https://doi.org/10.1007/978-3-319-10873-5_7
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10872-8
Online ISBN: 978-3-319-10873-5
eBook Packages: Business and EconomicsBusiness and Management (R0)