Core values brand building in sport: Stakeholder attitudes towards intercollegiate athletics and university brand congruency
The purpose of this case study was to investigate stakeholder attitudes toward athletic department behavioral congruency with the stated core values of a major BCS11CoThe BCS (Bowl Championship Series) is a college football selection system in the United States designed to provide five bowl match-ups among ten of the top ranked NCAA teams in the Division I Football Bowl Subdivision. The BCS is further designed to ensure a culminating national championship game between the top two rated teams in the country. university located in the Southwestern portion of the United States. Research has indicated that positive and negative attitudes toward intercollegiate athletics can contribute to the perceptions of congruency with the established university mission and values. Over time, however, the increase in negative attitudes attributed to athletic department behavior brings into question their congruency with the university core values. Document analysis and personal interviews (N=13) were conducted with individuals from each of six university internal and external stakeholder groups. Findings revealed four primary themes: (a) Excellence Equals Winning, (b) For Public Relations Purposes Only, (c) Separation and Isolation of the Athletic Department, and (d) Lack of Leadership from the Top-Down. Implications and future research concerning university brand image and core value accountability are discussed.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
Volume (Year): 15 (2012)
Issue (Month): 4 ()
|Contact details of provider:|| Web page: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/description#description|
|Order Information:|| Postal: http://www.elsevier.com/wps/find/journaldescription.cws_home/716936/bibliographic|
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Roger Bennett & Rehnuma Ali-Choudhury, 2009. "Prospective Students' Perceptions of University Brands: An Empirical Study," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 85-107, May.
- R. Eric Landrum & Rob Turrisi & Clayton Harless, 1998. "University Image: The Benefits of Assessment and Modeling," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 9(1), pages 53-68, March.
- D. J. Wasmer & James R. Williams & Julie Stevenson, 1997. "A Reconceptualization of the Marketing Mix: Using the 4 C's to Improve Marketing Planning in Higher Education," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 8(2), pages 29-35, August.
- Isabelle Huault & V. Perret & S. Charreire-Petit, 2007. "Management," Post-Print halshs-00337676, HAL.
- Johan van Rekom & Cees B. M. van Riel & Berend Wierenga, 2006. "A Methodology for Assessing Organizational Core Values," Journal of Management Studies, Wiley Blackwell, vol. 43(2), pages 175-201, 03.
When requesting a correction, please mention this item's handle: RePEc:eee:spomar:v:15:y:2012:i:4:p:434-447. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu)
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.