Graduation Year

2025

Document Type

Thesis

Degree

M.A.

Degree Name

Master of Arts (M.A.)

Degree Granting Department

Zimmerman School of Advertising and Mass Communications

Major Professor

Travis Bell, Ph.D.

Committee Member

Kelli Burns, Ph.D.

Committee Member

Gregory Perreault, Ph.D.

Keywords

NCAA, Basketball, Self-Presentation, Authenticity

Abstract

This qualitative thesis explores the impact of Name, Image, and Likeness (NIL) on athlete brand image within college athletics, with a focus on the lived experiences of men and women college basketball players. Through in-depth, semi-structured interviews with eight Division I athletes, the study examines how NIL has influenced personal branding, identity construction, and public visibility. Guided by brand identity theory and athlete brand image, and analyzed using Braun and Clarke’s thematic analysis, four central themes emerged: athlete (brand) empowerment, legacy through authenticity, navigating influence, image, and objectification, and economic viability and opportunity. Additionally, the concept of self-presentation emerged as a significant factor in the impact of NIL, consistently reflected across various dimensions of the study. These findings offer insight into how college athletes can strategically manage their brand while navigating pressures related to authenticity, marketability, and public scrutiny. The study provides practical implications for athlete, universities, and organizations by identifying best practices for brand development, the support structures needed to sustain athlete branding efforts, and the broader impact of NIL on athlete identity and public perception.

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