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Full-Text Articles in Life Sciences
Budgeting For Success:Comparing Finances Between Historicallyblack Colleges And Universities And Predominantly White Institutions, Kelly Elliott, Timothy Kellison
Budgeting For Success:Comparing Finances Between Historicallyblack Colleges And Universities And Predominantly White Institutions, Kelly Elliott, Timothy Kellison
Kinesiology Faculty Publications
There has been little research into the comparison of historically black colleges and universities (HBCUs) to predominantly white institutions (PWIs) in recent years. With growing athletic department budgets, it is important to understand how HBCUs financially compare to their PWI counterparts. Therefore, the purpose of this study was to determine how HBCU athletic departments compare to their peer PWIs in terms of athletic department spending and to conduct a budgetary analysis of HBCU athletic departments. To examine differences in athletics budgets, data were collected from the U.S. Department of Education’s Equity in Athletics Disclosure Act (EADA) Survey. NCAA member institution …
Assessing Spectator Response To Sponsorships At Historically Black Colleges And Universities, Kelly Elliott, Beth Cianfrone, Timothy Kellison
Assessing Spectator Response To Sponsorships At Historically Black Colleges And Universities, Kelly Elliott, Beth Cianfrone, Timothy Kellison
Kinesiology Faculty Publications
Historically black colleges and universities (HBCUs) have a strong tradition and football following, yet they struggle financially and lack sponsorship revenue. HBCU fans are understudied, and investigating their behavior would help athletic departments. The purpose of this study was to determine HBCU football consumers’ response to sponsorships. Spectators’ team and university identification, awareness, attitude, loyalty, goodwill, gratitude, and trust of sponsors were examined in relation to purchase intentions and positive word of mouth (WOM) of sponsors. Brand loyalty and gratitude led to increased purchase intentions. Brand attitude, brand awareness, brand loyalty, and goodwill led to positive WOM.
Brand Management In Top-Tier College Athletics: Examining And Explaining Mark-Usage Policies, Timothy Kellison, Jordan R. Bass, Brent Oja, Jeffrey D. James
Brand Management In Top-Tier College Athletics: Examining And Explaining Mark-Usage Policies, Timothy Kellison, Jordan R. Bass, Brent Oja, Jeffrey D. James
Kinesiology Faculty Publications
The practice of an interscholastic athletic department reproducing the logo of a collegiate team for its own use is becoming increasingly visible. Qualitative questionnaire responses from collegiate brand managers suggest that licensing departments differ in their perceptions of the outcomes associated with allowing logo replication in high school athletic departments. Perceived consequences of two enforcement strategies—prohibitive and cooperative—are highlighted, as are implications and directions for future research.