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Using Institutional Selection Factors to Develop Recruiting Profiles: Marketing Small, Private Colleges and Universities to Prospective Student Athletes

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  • Gary R. Johnson
  • Colby Jubenville
  • Benjamin Goss

Abstract

The purpose of this study was to identify important college choice factors for entering freshmen student athletes at small, private higher education institutions that compete in an National Association of Intercollegiate Athletics--member athletic conference representing small, private schools across the southeastern United States. Using Gabert, Hale, and Montalvo's (1999) Student-Athlete College Choice Profile, the study analyzed 23 factors in college selections of 247 freshmen student athletes. Findings showed playing opportunities and relationships with head coaches to be the top-rated factors, while significant differences between males and females and between major- and minor-sport athletes indicate that unique recruiting strategies for those groups may be necessary at small institutions.

Suggested Citation

  • Gary R. Johnson & Colby Jubenville & Benjamin Goss, 2009. "Using Institutional Selection Factors to Develop Recruiting Profiles: Marketing Small, Private Colleges and Universities to Prospective Student Athletes," Journal of Marketing for Higher Education, Taylor & Francis Journals, vol. 19(1), pages 1-25, May.
    • Handle: RePEc:taf:jmkthe:v:19:y:2009:i:1:p:1-25
    DOI: 10.1080/08841240902904513
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    Cited by:

    1. Jerome Segura III & Jonathan Willner, 2019. "Athleticism in NCAA D-III: It Ain’t Only Football That Matters," Journal of Sports Economics, , vol. 20(7), pages 929-958, October.
    2. Hutchinson, Michael & Bennett, Gregg, 2012. "Core values brand building in sport: Stakeholder attitudes towards intercollegiate athletics and university brand congruency," Sport Management Review, Elsevier, vol. 15(4), pages 434-447.
    3. Jonathan Willner, 2019. "Private Universities and NCAA D-III Athletics as a General Recruiting Tool," International Advances in Economic Research, Springer;International Atlantic Economic Society, vol. 25(3), pages 293-307, August.

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