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Filtering by: Advisor Kim, Minjeong Creator Kopczenski, Aleece D. Commencement Year 2011

University alumni's purchase of university licensed merchandise : exploring the reasoning behind purchase decisions

Creator:

Kopczenski, Aleece D.

Abstract:

Generating annual revenue of over $4 billion dollars (The Collegiate Licensing Company, n.d.), the collegiate licensing presents a potential market that both apparel companies and universities can benefit from. While the collegiate licensing business is expected to increase financial resources for the participating universities and textiles and apparel companies, little...

Resource Type:

Masters Thesis