A conceptual framework to understand the creation of athlete brand and its implications
by Ali Hasaan; Katri Kerem; Rui Biscaia; Kwame J.A. Agyemang
International Journal of Sport Management and Marketing (IJSMM), Vol. 18, No. 3, 2018

Abstract: The purpose of this study was to propose a conceptual framework for understanding how to establish athletes as brands. Based on an extensive literature review, the proposed model includes the antecedents of athlete brand, its measurement dimensions and implications. Five antecedents are included in the model: media, oral communications, impression management, social agents, and teams and sport. The components of athlete brand consist of on-field attributes and off-field attributes. In turn, the combined results of these two components are suggested to have three implications: athlete loyalty, team loyalty and sponsor's purchase intentions. A set of propositions is presented to link the three parts of the model. Implications for building and managing athlete brand and research directions for future studies are discussed.

Online publication date: Tue, 15-May-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Sport Management and Marketing (IJSMM):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com