Search Results
You are looking at 1 - 10 of 13 items for
- Author: Jason W. Lee x
- Refine by Access: All Content x
Bigger Stronger Faster*
Jason W. Lee
Interview With Dan Edwards, Senior Vice President, Communications, Jacksonville Jaguars
Jason W. Lee
In 2013, Dan Edwards marks his 30th season in the NFL and his 20th year with the Jacksonville Jaguars. He is responsible for overseeing the Jaguars’ communications division, which includes media relations, digital media, and broadcasting. Edwards was promoted to vice president in 2003, when the Jaguars’ community relations and Internet content departments were added to his responsibilities. He is one of eight current Jaguars staff members who have been with the franchise since its first year in 1994. Edwards received a scholarship from NFL Charities in 1984, the year he began his NFL career as a public relations intern in the NFL office in New York. He spent the 1984 football season working in publicity for the Miami Dolphins before joining the Pittsburgh Steelers in 1985. Edwards served as the Steelers’ public relations director from 1987 to 1993. Pittsburgh’s public relations staff received the 1991 Pete Rozelle Award from the Pro Football Writers of America. Edwards, who has worked with the NFL staff at 23 Super Bowls, has an undergraduate degree in business administration with a major in management from the University of Oregon and a master’s degree in sports administration and facility management from Ohio University.
Sport Teams, Fans, and Twitter: The Influence of Social Media on Relationships and Branding
Jason W. Lee
Beyond the Scoreboard: An Insider’s Guide to the Business of Sport
Jason W. Lee
Game Faces: Sport Celebrity and the Laws of Reputation
Jason W. Lee
Sport, Sponsorship and Public Health
Jason W. Lee
Communicating Brand Identity on Social Media: A Case Study of the Use of Instagram and Twitter for Collegiate Athletic Branding
Brandi Watkins and Jason W. Lee
This case study examined how a large university in the southern U.S. incorporated branding strategies into its social-media content. Specifically, the strategies for using text-based social media (Twitter) and visual-based social media (Instagram) to communicate brand identity through brand associations and brand personality were investigated. To do this, the authors conducted a 2-part study. The first, a content analysis of social-media content, revealed how the athletic department communicated the football team’s brand identity through brand associations and brand personality. Second, a survey assessed the perceived brand personality of the football program through social-media content to determine external perceptions of the team. Results support the use of Instagram as a branding strategy. Instagram was used more than Twitter to communicate brand associations and brand-personality cues, while survey results indicated that respondents exposed to Instagram content reported higher perceptions of brand personality than those exposed to Twitter content.
The Physiological Strain Index Modified for Trained Heat-Acclimatized Individuals in Outdoor Heat
Christopher Byrne and Jason K.W. Lee
Purpose: To determine if the Physiological Strain Index (PSI), in original or modified form, can evaluate heat strain on a 0–10 scale, in trained and heat-acclimatized men undertaking a competitive half-marathon run in outdoor heat. Methods: Core (intestinal) temperature (TC) and heart rate (HR) were recorded continuously in 24 men (mean [SD] age = 26 [3] y, VO2peak = 59 [5] mL·kg·min−1). A total of 4 versions of the PSI were computed: original PSI with upper constraints of TC 39.5°C and HR 180 beats·min−1 (PSI39.5/180) and 3 modified versions of PSI with each having an age-predicted maximal HR constraint and graded TC constraints of 40.0°C (PSI40.0/PHRmax), 40.5°C (PSI40.5/PHRmax), and 41.0°C (PSI41.0/PHRmax). Results: In a warm (26.1–27.3°C) and humid (79–82%) environment, all runners finished the race asymptomatic in 107 (10) (91–137) min. Peak TC and HR were 39.7°C (0.5°C) (38.5–40.7°C) and 186 (6) (175–196) beats·min−1, respectively. In total, 63% exceeded TC 39.5°C, 71% exceeded HR 180 beats·min−1, and 50% exceeded both of the original PSI upper TC and HR constraints. The computed heat strain was significantly greater with PSI39.5/180 than all other methods (P < .003). PSI >10 was observed in 63% of runners with PSI39.5/180, 25% for PSI40.0/PHRmax, 8% for PSI40.5/PHRmax, and 0% for PSI41.0/PHRmax. Conclusions: The PSI was able to quantify heat strain on a 0–10 scale in trained and heat-acclimatized men undertaking a half-marathon race in outdoor heat, but only when the upper TC and HR constraints were modified to 41.0°C and age-predicted maximal HR, respectively.
Where Legends Are Made: A Case Study of an Advertising and Branding Campaign at the University of Alabama
John Vincent, Jason W. Lee, Kevin Hull, and John Hill
This case study of the University of Alabama’s Where Legends Are Made illustrates how a 30-s television advertisement with a catchy tagline was transformed into a strategic branding campaign that communicated the essence of the university in a compelling story. Employing a qualitative methodology, the case study drew on personality archetypes to develop an institutional brand communication management conceptual framework that illustrated the guiding principles and creative contexts used to break through the communication clutter. It did so by emphasizing the University of Alabama’s leadership, competitive spirit, and transformative innovation by making its fabled athletic tradition an extension of its everyday excellence in academic disciplines. It also demonstrated how empirically tested archetype personas can be effectively employed in persuasive storylines to emotionally resonate with key stakeholders and prospective consumers alike, with each interpreting it in a way that is compatible with their own values, lifestyles, and culture.