Abstract
Athletics is often considered the virtual front porch of a university, as it is often the most recognizable aspect of a college or university. This study examines how college students use apparel to affiliate with their university’s athletic brand. Results revealed three key factors influencing athletic-related merchandise preference: fashionable appeal, uniqueness, and official merchandise. Further analysis found that merchandise featuring official logos, colors, and recognizable branding elements significantly enhances consumers’ ability to associate with the university’s athletics brand. Gender differences emerged in preferences for fashionable items, with men showing greater interest. These findings provide valuable insights for marketers and university retailers seeking to enhance their brand identity through athletic merchandise. This research provides support for the role that athletic branding via apparel plays in this affiliation among college students
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Creative Commons License
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DOI
10.20429/jamt.2025.120206
Publication Date
12-2025
First Page
104
Last Page
116
Recommended Citation
Hardin, R. & Childs, M. (2025). The role of apparel in college student athletic affiliation. Journal of Applied Marketing Theory, 12(2), 104-116. ISSN: 2151-3236.