Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding

Journal of Marketing for Higher Education

Volumn 23, Issue 1, 2013, Pages 15-33

  Watkins, Brandi A ^a   Gonzenbach, William J ^a  

^a UNIVERSITY OF ALABAMA   (United States)

Author keywords

academic branding; athletic branding; brand personality; university identity; university logos

Indexed keywords

EID: 84880429352     PISSN: 08841241     EISSN: 15407144     Source Type: Journal    
DOI: 10.1080/08841241.2013.805709     Document Type: Article

References (40)

1. Aaker, J. 1997. Dimensions of brand personality. Journal of Marketing Research, 34 (3): 347 - 356. (doi:10.2307/3151897)
2. Aaker, J. 1999. The malleable self: The role of self-expression in persuasion. Journal of Marketing Research, 36 (1): 45 - 57. (doi:10.2307/3151914)
3. Aaker, J., Benet-Martinez, V. and Garolera, J. 2001. Consumption symbols as carriers of culture: A study of Japanese and Spanish brand personality constructs. Journal of Personality and Social Psychology, 81 (3): 492 - 508. (doi:10.1037/0022-3514.81.3.492)
4. Aaker, J., Fournier, S. and Brasel, S. A. 2004. When good brands do bad. Journal of Consumer Research, 31 (10): 1 - 16. (doi:10.1086/383419)
5. Alessandri, S. W. 2007. Retaining a legacy while avoiding trademark infringement: A case study of one university's attempt to develop a consistent athletic brand identity. Journal of Marketing for Higher Education, 17 (1): 147 - 167. doi:10.1300/J050v17n01_09 (doi:10.1300/J050v17n01_09)
6. Alessandri, S. W., Yang, S. and Kinsey, D. F. 2007. An integrative approach to university visual identity and reputation. Corporate Reputation Review, 9 (4): 258 - 270. (doi:10.1057/palgrave.crr.1550033)
7. Ali-Choudhury, R., Bennett, R. and Savani, S. 2009. University marketing directors' views on the components of a university brand. International Review on Public and Nonprofit Marketing, 6 (1): 11 - 33. (doi:10.1007/s12208-008-0021-6)
8. Arpan, L. M., Raney, A. A. and Zivnuska, S. 2003. A cognitive approach to understanding university image. Corporate Communications, 8 (2): 97 - 113. (doi:10.1108/1356328031047535)
9. Batra, R., Lehmann, D. and Singh, D. 1993. " The brand personality component of brand goodwill: Some antecedents and consequences ". In Brand equity and advertising: Advertising's role in building strong brands, Edited by: Aaker, D. and Biel, A. 83 - 96. Hillsdale, NJ: Lawrence Erlbaum Associates.
10. Bauer, H. H., Stokburger-Sauer, N. E. and Exler, S. 2008. Brand image and fan loyalty in professional team sport: A refined model and empirical assessment. Journal of Sport Management, 22: 205 - 226.
11. Belk, R. 1988. Possessions and the extended self. Journal of Consumer Research, 15 (2): 139 - 168. (doi:10.1086/209154)
12. Biel, A. 1993. " Converting image into equity ". In Brand equity and advertising: Advertising's role in building strong brands, Edited by: Aaker, D. and Biel, A. 67 - 82. Hillsdale, NJ: Lawrence Erlbaum Associates.
13. Blackston, M. 1993. " Beyond brand personality: Building relationships ". In Brand equity and advertising, Edited by: Aacker, D. A. and Biels, A. 113 - 124. Hillsdale, NJ: Lawrence Erlbaum Associates.
14. van den Bosch, A. L. M., de Jong, M. D. T. and Elving, W. J. L. 2005. How corporate visual identity supports reputation. Corporate Communications: An International Journal, 10 (2): 108 - 116. doi:10.1108/13563280510596925 (doi:10.1108/13563280510596925)
15. Boyle, B. A. and Magnusson, P. 2007. Social identity and brand equity formation: A comparative study of collegiate sports fans. Journal of Sports Management, 21: 497 - 520.
16. Cliffe, S. J. and Motion, J. 2005. Building contemporary brands: A sponsorship-based strategy. Journal of Business Research, 58: 1068 - 1077. doi:10.1016/j.jbusres.2004.03.004 (doi:10.1016/j.jbusres.2004.03.004)
17. ESPN. (2011, November 27). 2011 NCAA football rankings - Week 14 (Nov. 27). Retrieved November 30, 2011. from http://espn.go.com
18. ESPN. (2011a, November 28). 2012 NCAA men's basketball rankings - Week 4 Retrieved November 30, 2011, from http://espn.go.com/mens-college-basketball/rankings
19. Fombrun, C. and Van Riel, C. B. M. 1997. The reputational landscape. Corporate Reputation Review, 1 (1&2): 5 - 13.
20. Harris, M. S. 2009. Message in a bottle: University advertising during bowl games. Innovation Higher Education, 33: 285 - 296. (doi:10.1007/s10755-008-9085-9)
21. Keller, K. 1993. Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57 (1): 1 - 22. Retrieved from http://www.jstor.org/stable/1252054 (doi:10.2307/1252054)
22. Kim, C. K., Han, D. and Park, S.-B. 2001. The effect of brand personality and brand identification on brand loyalty: Applying the theory of social identification. Japanese Psychological Research, 43 (4): 195 - 206. (doi:10.1111/1468-5884.00177)
23. Leitch, S. and Motion, J. 1999. Multiplicity in corporate identity strategy. Corporate Communications: An International Journal, 4 (4): 193 - 199. (doi:10.1108/13563289910299319)
24. Lin, C.-P. 2009. Learning online brand personality and satisfaction: The moderating effects of gaming engagement. International Journal of Human-Computer Interaction, 25 (3): 220 - 236. (doi:10.1080/10447310802629827)
25. Park, J. K. and John, D. R. 2010. Got to get you into my life: Do brand personalities rub off on consumers?. Journal of Consumer Research, 37: 655 - 669. (doi:10.1086/655807)
26. Parker, B. T. 2009. A comparison of brand personality and brand user-imagery congruence. Journal of Consumer Marketing, 26 (3): 175 - 184. (doi:10.1108/07363760910954118)
27. Patterson, M. 1999. Re-appraising the concept of brand image. The Journal of Brand Management: An International Journal, 6: 409 - 426.
28. Plummer, J. T. 2000. How personality makes a difference. Journal of Advertising Research, 40 (6): 79 - 83.
29. Ross, S. D. 2008. Assessing the use of Brand Personality Scale in team sport. International Journal of Sport Management and Marketing, 3 (1/2): 23 - 38. (doi:10.1504/IJSMM.2008.015959)
30. Simmons, G. J. 2007. "i-Branding": Developing the Internet as a branding tool. Marketing Intelligence & Planning, 25 (6): 544 - 562. doi:10.1108/02634500710819932 (doi:10.1108/02634500710819932)
31. Sirgy, J. 1982. Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9 (3): 287 - 300. (doi:10.1086/208924)
32. Southall, R., Southall, C. and Dwyer, B. 2009. 2009 bowl championship series telecasts: Expressions of big-time college sport's commercial institutional logics. Journal of Issues in Intercollegiate Athletics, 2: 150 - 176.
33. Sung, M. and Yang, S. 2008. Toward the model of university image: The influence of brand personality, external prestige, and reputation. Journal of Public Relations Research, 20 (4): 357 - 376. (doi:10.1080/10627260802153207)
34. Swaminathan, V., Stilley, K. M. and Ahluwalia, R. 2008. When brand personality matters: The moderating role of attachment styles. Journal of Consumer Research, 35: 985 - 1002. (doi:10.1086/593948)
35. Sweeney, J. and Brandon, C. 2006. Brand personality: Exploring the potential to move from factor analytical to circumplex models. Psychology & Marketing, 23 (8): 639 - 663. (doi:10.1002/mar.20122)
36. Tobolowsky, B. and Lowery, J. W. 2006. Commericalizing college: An analysis of college representations during bowl games. International Journal of Educational Advancement, 6 (3): 232 - 242. (doi:10.1057/palgrave.ijea.2150018)
37. Toma, D. and Cross, M. 1998. Intercollegiate athletics and student college choice: Exploring the impact of championship seasons on undergraduate applications. Research in Higher Education, 39 (6): 633 - 661. (doi:10.1023/A:1018757807834)
38. Underwood, R., Bond, E. and Baer, R. 2001. Building service brands via social identity: Lessons from the sports marketplace. Journal of Marketing Theory and Practice, 9 (1): 1 - 13. Retrieved from http://www.jstor.org/stable/40470193
39. U.S. News and World Report. (2011). Education colleges. Retrieved November 30, 2011, from http://colleges.usnews.rankingsandreviews.com/best-colleges/rankings/national-universities
40. Wallace, L., Wilson, J. and Miloch, K. 2011. Sporting Facebook: A content analysis of NCAA organizational sport pages and Big 12 conference athletic department pages. International Journal of Sport Communication, 4: 422 - 444.