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I use Arizona State University's rebranding initiative with Nike as a starting point for examining how partnerships between elite brands and universities affect different types of students. I draw from

I use Arizona State University's rebranding initiative with Nike as a starting point for examining how partnerships between elite brands and universities affect different types of students. I draw from literature on self-completion theory and identity salience to suggest that there are differences between athletes and non-athletes in how they believe elite sportswear products may affect their athletic performance. I propose that athletes feel more "complete" than non-athletes because they are more proficient in their respective sport.

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Date Created
  • 2012-12
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  • Text
  • Machine-readable links