Assessing university brand personality through logos: an analysis of the use of academics and athletics in university branding
Brandi A. Watkins and
William J. Gonzenbach
Journal of Marketing for Higher Education, 2013, vol. 23, issue 1, pages 15-33
For colleges and universities whose survival depends on external stakeholders, developing a strong brand should be an important component of their marketing strategy. University brand managers could benefit from developing a better understanding of how consumers interact with their brand in order to develop more effective recruiting material, advertisements, and other marketing efforts. The current study applies the concept of brand personality to university academic and athletic logos and examines subsequent relationships between the perceived brand personalities. Results of an online survey indicate that competence is a brand personality dimension mostly associated with academic logos, and excitement is the brand personality dimension mostly associated with athletic logos.
References: Add references at CitEc
Citations View citations in EconPapers (1) Track citations by RSS feed
Downloads: (external link)
Access to full text is restricted to subscribers.
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
Persistent link: http://EconPapers.repec.org/RePEc:taf:jmkthe:v:23:y:2013:i:1:p:15-33
Ordering information: This journal article can be ordered from
Access Statistics for this article
Journal of Marketing for Higher Education is currently edited by Dr Jane Hemsley-Brown, Anthony Lowrie and Dr. Thomas Hayes
More articles in Journal of Marketing for Higher Education from Taylor & Francis Journals
Series data maintained by Michael McNulty ().