Evaluation the Consumption of Licensed University Apparel and Its Relationship to Pride at Texas State University-San Marcos
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The purpose of this study was to explore school pride and involvement in the university among students at Texas State University-San Marcos through consumption and use of licensed collegiate apparel. Because dress and appearance are important aspects of communicating an individual’s sense of self and identity to others, exploring the purchase and use of apparel and other related merchandise bearing a university’s name and/or logo can be a possible indicator of school pride and involvement, which would represent an aspect of identity that a student may wish to signal to others (i.e., identity as a member of the university community). Results indicate partial support of hypotheses related to the owning of university apparel, involvement in campus organizations, and expression of identity through university apparel based on factors such as whether a student is a non- transfer, resided on-campus, or plans to be involved as an alumni. University strategies for increasing student involvement are explored and directions for future research are provided.