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ERIC Number: EJ868419
Record Type: Journal
Publication Date: 2009
Pages: 11
Abstractor: ERIC
Reference Count: 50
ISSN: ISSN-0271-0560
Institutional Brand Personality and Advertisements during Televised Games
Harris, Michael S.
New Directions for Higher Education, n148 p23-33 Win 2009
Little empirical research exists in terms of how colleges and universities create their institutional image and brand. In this chapter, the author explores the notion of branding within the context of higher education--and how intercollegiate athletics contributes to it--analyzing the messages universities conveyed during nationally televised bowl games following the 2006 college football season. These television commercials illustrate how institutions portray themselves to a broad audience, proclaiming their purposes and aspirations at a moment when higher education is in significant transition, becoming ever more commercial in character. (Contains 3 notes.)
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Publication Type: Journal Articles; Reports - Evaluative
Education Level: Higher Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: United States