Consumer-Led Brand Development for a University Athletics Program
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. Th...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Georgia Southern University
2010-10-01
|
| Series: | Journal of Applied Marketing Theory |
| Online Access: | https://digitalcommons.georgiasouthern.edu/jamt/vol1/iss2/6 |