Building a university brand through intercollegiate athlete programs: a comparison of emerging sports and esports programs
研究比较了电子竞技与其他新兴体育项目对大学品牌认知和口碑意向的影响，发现电子竞技能以更低成本提升品牌个性，尤其在声望和社交网络方面。
Research question This study investigates how esports programs, in comparison to other emerging sports programs, impact perceptions of a university's brand and influence word-of-mouth (WOM) intention.Research methods Study 1 involved 248 participants in a 2 × 2 between-subjects design comparing the impact of implementing esports or other emerging sports programs. Study 2 increased to 417 participants from eight states, assigned to local universities and placed in one of eight conditions of a 3-way design including program type, reputation level, and implementation. The University Brand Personality Scale (UBPS) and the WOM scale were used to measure outcomes.Results and findings The results from Study 1 and Study 2 showed no significant differences in university brand perceptions between adding esports and other emerging sports programs. However, universities with intercollegiate athletic programs saw more favorable brand perceptions and increased word-of-mouth intentions when these programs were not implemented. Additionally, esports programs consistently enhanced university brand personality, especially in prestige and networking, unlike sports programs, which did not show similar effects.Implications Given that esports programs often demand considerably less investment compared to other emerging sports programs, university administrators may perceive esports as a more cost-effective means of shaping their brand personality. Additionally, showcasing these programs in promotional materials and campaigns could boost appeal to prospective students and other key stakeholders.