{"id":{"repo_id":"brock","oai_identifier":"oai:brocku.scholaris.ca:10464/18085"},"canonical_url":"https://search.dev.ndltd.org/etd/brock/oai:brocku.scholaris.ca:10464/18085","repository":{"repo_id":"brock","name":"Brock University","base_url":"https://brocku.scholaris.ca/server/oai/request"},"display":{"title":"Understanding Explicit and Implicit U SPORTS Brand Associations Among Ontario University Student Sport Fans","abstract":"The purpose of this research was to generate insight to better understand how explicit and implicit associations of the U SPORTS brand affects the brand’s meaning among Ontario university students who identify as sport fans. This research employed an interpretivist research paradigm, as well as a research lens emphasizing Verstehen. Seventeen semi-structured interviews were conducted with university-aged student sport fans. To analyze the data, Tracy’s (2013) typology approach was utilized to create conceptual ‘bins’ for the emergent themes to be placed in. From there, findings were parsed into explicit and implicit associations of the U SPORTS brand and subsequently incorporated into a U SPORTS brand meaning model inspired by Batey (2008) and Chard’s (2013) brand meaning frameworks.","abstract_html":"The purpose of this research was to generate insight to better understand how explicit and implicit associations of the U SPORTS brand affects the brand’s meaning among Ontario university students who identify as sport fans. This research employed an interpretivist research paradigm, as well as a research lens emphasizing Verstehen. Seventeen semi-structured interviews were conducted with university-aged student sport fans. To analyze the data, Tracy’s (2013) typology approach was utilized to create conceptual ‘bins’ for the emergent themes to be placed in. From there, findings were parsed into explicit and implicit associations of the U SPORTS brand and subsequently incorporated into a U SPORTS brand meaning model inspired by Batey (2008) and Chard’s (2013) brand meaning frameworks.","abstract_has_math":false,"creators":["Mallory, Josh"],"institution":"Brock University","degree_name":"M.A. Applied Health Sciences","degree_level":"Masters","degree_discipline":"Faculty of Applied Health Sciences","degree_department":"Applied Health Sciences Program","school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2023,"date_issued":"2023-09-13T13:07:18Z","date_published":"2023-09-13T13:07:18Z","updated_at":"2026-07-24T01:23:07Z","subjects":["U SPORTS","Brand Meaning","Brand Associations"],"languages":["eng"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"http://hdl.handle.net/10464/18085","outbound_label":"Handle","outbound_source":"dc:identifier.uri"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor.department","label":"Department","values":["Applied Health Sciences Program"]},{"key":"dc:creator","label":"Author","values":["Mallory, Josh"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.accessioned","label":"Dc Date Accessioned","values":["2023-09-13T13:07:18Z"]},{"key":"dc:date.available","label":"Dc Date Available","values":["2023-09-13T13:07:18Z"]},{"key":"dc:date.issued","label":"Date","values":["2023-09-13T13:07:18Z"]},{"key":"dc:type","label":"Dc Type","values":["Electronic Thesis or Dissertation"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Faculty of Applied Health Sciences"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Masters"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.A. Applied Health Sciences"]},{"key":"thesis:institution_name","label":"Thesis Institution Name","values":["Brock University"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["U SPORTS","Brand Meaning","Brand Associations"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language.iso","label":"Language (ISO)","values":["eng"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["http://hdl.handle.net/10464/18085"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["The purpose of this research was to generate insight to better understand how explicit and implicit associations of the U SPORTS brand affects the brand’s meaning among Ontario university students who identify as sport fans. This research employed an interpretivist research paradigm, as well as a research lens emphasizing Verstehen. Seventeen semi-structured interviews were conducted with university-aged student sport fans. To analyze the data, Tracy’s (2013) typology approach was utilized to create conceptual ‘bins’ for the emergent themes to be placed in. From there, findings were parsed into explicit and implicit associations of the U SPORTS brand and subsequently incorporated into a U SPORTS brand meaning model inspired by Batey (2008) and Chard’s (2013) brand meaning frameworks."]},{"key":"dc:title","label":"Title","values":["Understanding Explicit and Implicit U SPORTS Brand Associations Among Ontario University Student Sport Fans"]}]}],"canonical_facts":{"dc:contributor.department":["Applied Health Sciences Program"],"dc:creator":["Mallory, Josh"],"dc:date.accessioned":["2023-09-13T13:07:18Z"],"dc:date.available":["2023-09-13T13:07:18Z"],"dc:date.issued":["2023-09-13T13:07:18Z"],"dc:description.abstract":["The purpose of this research was to generate insight to better understand how explicit and implicit associations of the U SPORTS brand affects the brand’s meaning among Ontario university students who identify as sport fans. This research employed an interpretivist research paradigm, as well as a research lens emphasizing Verstehen. Seventeen semi-structured interviews were conducted with university-aged student sport fans. To analyze the data, Tracy’s (2013) typology approach was utilized to create conceptual ‘bins’ for the emergent themes to be placed in. From there, findings were parsed into explicit and implicit associations of the U SPORTS brand and subsequently incorporated into a U SPORTS brand meaning model inspired by Batey (2008) and Chard’s (2013) brand meaning frameworks."],"dc:identifier.uri":["http://hdl.handle.net/10464/18085"],"dc:language.iso":["eng"],"dc:subject":["U SPORTS","Brand Meaning","Brand Associations"],"dc:title":["Understanding Explicit and Implicit U SPORTS Brand Associations Among Ontario University Student Sport Fans"],"dc:type":["Electronic Thesis or Dissertation"],"thesis:degree_discipline":["Faculty of Applied Health Sciences"],"thesis:degree_level":["Masters"],"thesis:degree_name":["M.A. Applied Health Sciences"],"thesis:institution_name":["Brock University"]},"updated_at":"2026-07-24T01:23:07Z"}