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.

中文翻译：

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Cock-a-Doodle-U：在卡罗莱纳州沿海大学检查大学的品牌个性和视觉识别

摘要这项研究的目的是通过在独特的大学间体育系[即，沿海卡罗来纳大学（CCU）]探索构造，来扩展有关品牌个性和视觉品牌标识的先前文献。为了实现这些目标，对品牌结构进行了解构，并创建了一个由三个部分组成的李克特型调查来衡量品牌个性和视觉识别度。完成后，由319位参加CCU足球比赛的球迷分发并完成了调查。通过对受访者进行的平均水平调查显示，粉丝们将CCU视为一个代表着成功和乐趣的家庭友好品牌。发现球迷喜欢球队吉祥物，足球场和橄榄球队庆祝的图像，并发现它们很好地代表了CCU运动员。此外，方差分析显示，学生和非学生之间在品牌认知上存在细微差异。这些发现很好地增加了关于体育品牌的文献，并为学者和从业者提供了见识。