The purpose of this case study is to examine the impact of Tyrone Willingham¡¯s tenure as head football coach on the brand equity of the University of Notre Dame. Brand equity is traditionally viewed as a cyclical phenomenon (Gladden, Milne, & Sutton, 1998) with longitudinal examinations being the preferred method of evaluation. This case study focuses on a three-year time period for reasons grounded in the literature and, as in this particular case, the practical consideration that Tyrone Willingham¡¯s tenure at the University of Notre Dame lasted three years. Notre Dame University¡¯s...Read more
