A Qualitative Investigation of Academic and Athletic Brand Representations: Applying Lovemarks Theory to Cultural Symbol

Abstract

Abstract   The current study applied Robert’s lovemarks theory of branding to interpret a photo-elicitation approach of two academic/athletic brand representations. Three major themes emerged from the participants (N = 88) in the study of the Thinkman logo image: a) Intellectual Enhancement; b) Athlete; and c) Hard Work.  By eliciting responses from the participants (N = 75) regarding the term Scholar-Baller , the following three themes emerged: a) Amazing Scholar & Exceptional Athlete; b) Top Student; and c) Student-Athlete. The current findings indicate many of the participants responded favorably to the photo-elicitation of two academic/athletic terms and logos. The participants also critiqued both representations in the context of the broader and specific discourses about the student-athlete experience in American higher education. Implications and recommendations for scholars and practitioners are suggested.