Scoring points online: college athletics departments' brand positioning through communications on the World Wide Web Public Deposited

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  • March 22, 2019
  • Meyer, Joshua David
    • Affiliation: Hussman School of Journalism and Media
  • For years, public relations, marketing, and advertising scholars have recognized the importance of brand positioning when it comes to corporations and organizations. But as athletics departments have blossomed into major sources of revenues and expenses at colleges and universities, no significant research was found that addressed their brand positioning. This study attempts to fill that gap by analyzing how athletics departments present themselves online through their sports information departments' communications. A qualitative content analysis was used to develop key brand themes in a sample of athletics departments' mission statements, then another qualitative study examined the prevalence of the major themes over the period of a month in those athletics departments' online communications. Findings of this analysis show that the selected athletics departments' online communications do not differentiate the universities in regards to the brand themes their mission statements present. Implications of this study are discussed and further research is suggested.
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  • In Copyright
  • Boynton, Lois A.
Degree granting institution
  • University of North Carolina at Chapel Hill
  • Open access

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