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Full-Text Articles in Life Sciences
Brand Equity In College Athletics: An Assessment Of Syracuse University’S “New York’S College Team” Strategic Branding Campaign, Glynn M. Mcgehee, Beth A. Cianfrone
Brand Equity In College Athletics: An Assessment Of Syracuse University’S “New York’S College Team” Strategic Branding Campaign, Glynn M. Mcgehee, Beth A. Cianfrone
Kinesiology Faculty Publications
Sports organizations often seek to manage their brand and improve brand equity. Within the ever-growing business of college sports, collegiate athletics programs often focus on strategic branding and marketing initiatives for the goal of improved brand awareness and brand associations for a stronger brand equity. The purpose of this case study was to investigate one university's strategic marketing efforts to enhance its brand via a 10-year marketing campaign. This study assessed Syracuse University and the strategic management of the "New York's College Team" branding campaign. Primary and secondary data sources were utilized to ascertain main foci of the branding campaign, …
Student Perceptions Of Branding Benefits Of A New Collegiate Stadium, Glynn M. Mcgehee, Beth Cianfrone, Timothy Kellison
Student Perceptions Of Branding Benefits Of A New Collegiate Stadium, Glynn M. Mcgehee, Beth Cianfrone, Timothy Kellison
Kinesiology Faculty Publications
As universities engage in high-cost stadium projects, there is a need to understand the benefits these facilities provide to stakeholders. We consider the soundness of collegiate stadiums in terms of benefits they may provide to undergraduate students, as the most immediate university stakeholders. Specifically, their perception that collegiate stadiums improve university brand equity is considered. The purposes of this study were to measure student perceptions of stadium benefits (e.g., brand, tangible, and intangible) and to determine if students’ personal characteristics explain perception of brand equity benefits of a stadium. Surveys were distributed to students at a university with a new …