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Just Do It: Sport Apparel Branding o...

Slater, Kelsey.

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Just Do It: Sport Apparel Branding on Twitter.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Just Do It: Sport Apparel Branding on Twitter./
Author:	Slater, Kelsey.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2018,
Description:	65 p.
Notes:	Source: Masters Abstracts International, Volume: 57-05.
Contained By:	Masters Abstracts International57-05(E).
Subject:	Sports Management. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=10788881
ISBN:	9780355921809

Just Do It: Sport Apparel Branding on Twitter.
Slater, Kelsey.

Just Do It: Sport Apparel Branding on Twitter. - Ann Arbor : ProQuest Dissertations & Theses, 2018 - 65 p.

Source: Masters Abstracts International, Volume: 57-05.

Thesis (M.S.)--Mississippi State University, 2018.

Collegiate athletic departments are experiencing large financial growth in part to their relationships with sport apparel brands. The big three apparel companies of Nike, adidas, and Under Armour control all athletic department apparel contracts within the Power 5 conferences. This study examined what benefits apparel companies receive from their connection to collegiate basketball teams by analyzing the frequency and use of the brand name and brand hashtag on Twitter by fans of fifteen collegiate sport organizations. Through the lens of the social capital theory, the researcher found a limited connection between the sport apparel brands and the individual basketball teams. The finding suggested that sport apparel brands need to develop a new social media strategy in order to better connect with the collegiate basketball fans in an online environment.

ISBN: 9780355921809Subjects--Topical Terms:

2122869
Sports Management.

Just Do It: Sport Apparel Branding on Twitter.
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300 $a 65 p.
500 $a Source: Masters Abstracts International, Volume: 57-05.
500 $a Adviser: Matthew H. Zimmerman.
502 $a Thesis (M.S.)--Mississippi State University, 2018.
520 $a Collegiate athletic departments are experiencing large financial growth in part to their relationships with sport apparel brands. The big three apparel companies of Nike, adidas, and Under Armour control all athletic department apparel contracts within the Power 5 conferences. This study examined what benefits apparel companies receive from their connection to collegiate basketball teams by analyzing the frequency and use of the brand name and brand hashtag on Twitter by fans of fifteen collegiate sport organizations. Through the lens of the social capital theory, the researcher found a limited connection between the sport apparel brands and the individual basketball teams. The finding suggested that sport apparel brands need to develop a new social media strategy in order to better connect with the collegiate basketball fans in an online environment.
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