Literary Review #4

Bozman, Carl S., Daniel Friesner, Matthew Q. McPherson, and Nancy M. Chase. "Intangible and Tangible Value: Brand Equity Benefits Associated with Collegiate Athletics." International Journal of Sports Marketing & Sponsorship (2015): 261-84. Web.

The authors of this study include Carl Bozman, a Professor of Marketing at Gonzaga University's School of

Business Administration, Daniel Friesner, an Associate Dean and Professor of Social Administrative

Science at North Daokate State's College of Pharmacy, Nursing and Allies Sciences, Matthew McPherson,

an Associate Professor of Finance at Gonzaga's School of Business Administration, and lastly Nancy

Chase, an Associate Professor of Management Information Systems at Gonzaga's School of Business

Administration. In summary, their study focuses on the brand equity associated with collegiate athletics 

and the benefits that come with it. The study defines brand equity as "the additional value (beyond all 

characteristics) that accrues to a product as result of its name" (265). It emphasizes that the university's 

primary mission in establishing an athletics program is centered on this brand equity in the hopes of 

generating greater sources of mass revenue to compound the immediate revenue the athletic program 

garners. It argues that because programs typically lose money, the university cannot value its athletic 

program based on its immediate revenue. The justification is then said to be associated with the benefits 

and revenue that an established brand equity brings to the university. These additional revenues come in 

the from of increased student retention (tuition), donor retention, fundraising events, sponsorship , 

merchandise and ticket sales, etc. In addition to generating greater sources of revenue, the study also 

argues that the brand equity advances the community perception, both within the school and it's specific 

town/city location, by creating an image and appeal that the university/location is a "more attractive place 

tlive, establish a business, or visit" (263). As a result, it is argued that the athletic departments brand equity 

further enhances the overall economic impact within the school and local community. This defines it as an 

"indirect effect" of community members as a whole spend their money on goods and services that stimulate 

the local economy.

This source will serve as a significant source in my paper by establishing the reason why so much money is redirected away from academics, and allocated to athletics. It will serve as the backbone in the system of collegiate athletics that I will describe in my paper as the main reason/issue behind why college athletics compromises academic values.

e