The role of human capital, psychological capital, social capital and leadership capital in building an athlete's global brand image
by Yuliani Suseno; Denise Gengatharen
International Journal of Sport Management and Marketing (IJSMM), Vol. 18, No. 6, 2018

Abstract: This conceptual paper offers a new perspective on developing an athlete's global brand image. In addition to human capital, the framework considers the theoretical lenses of psychological capital, social capital and leadership capital. Human capital is based on the dimensions of an athlete's physical attributes, performance and marketable lifestyle. Psychological capital is illustrated as an athlete's self-efficacy, hope, optimism and resilience. Athletes also need to utilise their social capital, exploiting the brokerage opportunities in linking the networks of sponsors and fans and developing trust in their networks. Leadership capital is illustrated through the provision of opportunities and resources arising from the relationship between athletes and sports leaders. The proposed framework extends studies on brand management of sports celebrities by holistically considering the various forms of capital in building an athlete's global brand image. The implications for the theory and practice of sports marketing and branding are discussed.

Online publication date: Tue, 02-Oct-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