Document Type

Conference Proceeding

Conference Track

Sport Marketing

Publication Date



With the increasing attention to services marketing, the paradigms that guide marketing practitioners are shifting. An emerging approach useful to sports marketing is the study of customer relationships and their role in marketing mix design. This qualitative study examines the process, benefits and costs of implementing the customer relationship paradigm in brand identity development. A new baccalaureate university introduced athletics—and needed a mascot, colors and visual identity. Gronroos’ model of external, internal and interactive marketing guided the process. The results demonstrated the benefits of the approach and identified the need for stronger concepts and measures in this emerging research.

About the Authors

Lynn W. McGee earned her Ph.D. at IU Bloomington and her MBA from UNC Chapel Hill. She has held marketing faculty and administrative positions in two state university systems and marketing roles in two Fortune 500 firms. Lynn is Vice Chancellor for Advancement at the University of South Carolina Beaufort

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Digital Commons@Georgia Southern License

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Marketing Commons