Abstract
A foundational aspect of sports marketing is the study of how consumer relationships contribute to brand loyalty and behavior. A new baccalaureate university introduced intercollegiate athletics—and needed a process to define its distinctive brand assets and to select a brand name and brand mark. The qualitative and quantitative consumer-led process built brand loyalty using Gronroos' customer relationship model of external, internal and interactive marketing. A brand personality survey demonstrated significant differences in characteristics desired by different stakeholder groups. The benefits, challenges and implications of the consensus-building approach for practitioners are presented and the need for richer concepts and measures in this emerging research area identified.
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This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2010.010206
Publication Date
10-2010
Recommended Citation
McGee, Lynn W. (2010). Consumer-led brand development for a university athletics program. Journal of Applied Marketing Theory, 1(2), 58-72. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol1/iss2/6