Cock-a-Doodle-U: Examining University Brand Personality and Visual Identity at Coastal Carolina University

ABSTRACT

The purpose of this study was to extend previous literature on brand personality and visual brand identity through exploring the constructs at a unique intercollegiate athletic department [i.e., Coastal Carolina University (CCU)]. To meet these goals branding constructs were deconstructed and a three- part Likert-type survey was created to measure brand personality and visual identity. Upon completion, the survey was distributed and completed by 319 fans attending a CCU football game. Examination of the respondents summated averages showed fans identified CCU as a family friendly brand that represented success and fun. Fans were found to like images of the team mascot, football stadium, and football team celebrating and found them to represent CCU athletics well. Furthermore, analysis of variance revealed minor differences in brand perceptions existed between students and non-students. Such findings do well to add to the literature on branding in sport and provide insight for scholars and practitioners alike.

KEYWORDS:

• brand personality
• visual identity
• intercollegiate athletics

Notes on contributors

W. Andrew Czekanski, College of Natural and Applied Sciences; Coastal Carolina University.

Jason W. Lee, College of Education, College of Education & Human Services; University of North Florida.