Document Type
Article
Publication Date
2016
Abstract
The practice of an interscholastic athletic department reproducing the logo of a collegiate team for its own use is becoming increasingly visible. Qualitative questionnaire responses from collegiate brand managers suggest that licensing departments differ in their perceptions of the outcomes associated with allowing logo replication in high school athletic departments. Perceived consequences of two enforcement strategies—prohibitive and cooperative—are highlighted, as are implications and directions for future research.
DOI
https://doi.org/10.1108/IJSMS-08-2016-014
Recommended Citation
Kellison, Timothy; Bass, Jordan R.; Oja, Brent; and James, Jeffrey D., "Brand management in top-tier college athletics: Examining and explaining mark-usage policies" (2016). Kinesiology Faculty Publications. 50.
doi: https://doi.org/10.1108/IJSMS-08-2016-014
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
Comments
Author accepted manuscript version of an article published in
Kellison, T. B., Bass, J. R., Oja, B. D., & James, J. D. (2016). Brand management in top-tier college athletics: Examining and explaining mark-usage policies. International Journal of Sports Marketing and Sponsorship, 17(3), 219–242. https://doi.org/10.1108/IJSMS-08-2016-014.