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Branding athletes: Exploration and conceptualization of athlete brand image

Author

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  • Akiko Arai
  • Yong Jae Ko
  • Stephen Ross

Abstract

•The current issues of athlete brand management are discussed.•The study provides a theoretical understanding of athlete brand image.•A conceptual model of athlete brand image (MABI) is developed.•The model identifies key dimensions of athlete brand image.In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable lifestyle. These dimensions are defined by an athlete's on-field characteristics, attractive external appearance, and off-field marketable attributes. This study contributes to the sport branding literature by providing the first comprehensive conceptual framework of athlete brand image and offering managerial implications for building and managing the brand image of individual athletes.

Suggested Citation

  • Akiko Arai & Yong Jae Ko & Stephen Ross, 2014. "Branding athletes: Exploration and conceptualization of athlete brand image," Sport Management Review, Taylor & Francis Journals, vol. 17(2), pages 97-106, April.
    • Handle: RePEc:taf:rsmrxx:v:17:y:2014:i:2:p:97-106
    DOI: 10.1016/j.smr.2013.04.003
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    Citations

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    Cited by:

    1. SZIKSZAI-NÉMETH Ketrin, 2020. "Personal Branding In Team Sports Marketing," Annals of Faculty of Economics, University of Oradea, Faculty of Economics, vol. 1(1), pages 416-424, July.
    2. Chmait, Nader & Robertson, Sam & Westerbeek, Hans & Eime, Rochelle & Sellitto, Carmine & Reid, Machar, 2020. "Tennis superstars: The relationship between star status and demand for tickets," Sport Management Review, Elsevier, vol. 23(2), pages 330-347.
    3. Dietl, Helmut & Özdemir, Anil & Rendall, Andrew, 2020. "The role of facial attractiveness in tennis TV-viewership," Sport Management Review, Elsevier, vol. 23(3), pages 521-535.
    4. Faten Aisyah Ahmad Ramli & Muhammad Iskandar Hamzah & Siti Norida Wahab & Rishabh Shekhar, 2023. "Modeling the Brand Equity and Usage Intention of QR-Code E-Wallets," FinTech, MDPI, vol. 2(2), pages 1-16, March.
    5. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 2020. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 481-494, July.
    6. Christopher M. McLeod & Hongxin Li & Calvin Nite, 2022. "What Enables Human Capital Investment Sharing in Elite Sport?," Sustainability, MDPI, vol. 14(17), pages 1-16, August.
    7. Olzhas Taniyev & Farah Ishaq & Brian Gordon, 2018. "Investigating the Differences in Twitter Content and Effectiveness Between Individual and Team Sport Athletes," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 9(4), pages 89-102, July.
    8. Simon Chadwick & Alex Fenton & Richard Dron & Wasim Ahmed, 2021. "Social Media Conversations About High Engagement Sports Team Brands," IIM Kozhikode Society & Management Review, , vol. 10(2), pages 178-191, July.
    9. Zhou, Xiaochen & Hanlon, Clare & Robertson, Jonathan & Spaaij, Ramon & Westerbeek, Hans & Hossack, Allison & Funk, Daniel C., 2018. "Dress for fit: An exploration of female activewear consumption," Sport Management Review, Elsevier, vol. 21(4), pages 403-415.
    10. Hohenberger, Christoph & Grohs, Reinhard, 2020. "Old and exciting? Sport sponsorship effects on brand age and brand personality," Sport Management Review, Elsevier, vol. 23(3), pages 469-481.
    11. Barbu Mihai Constantin Razvan & Popescu Marius Catalin, 2018. "Branding In Sport," Annals - Economy Series, Constantin Brancusi University, Faculty of Economics, vol. 5, pages 35-41, October.
    12. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 0. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    13. Natalie Bragança Düsenberg & Victor Manoel Cunha de Almeida & João Guilherme Barbosa de Amorim, 2016. "The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement," Brazilian Business Review, Fucape Business School, vol. 13(Special I), pages 1-21, November.
    14. Hamzah, Muhammad Iskandar & Ramli, Faten Aisyah Ahmad & Shaw, Norman, 2023. "The moderating influence of brand image on consumers' adoption of QR-code e-wallets," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    15. P. Rodrigues & M. Junaid & A. Sousa & A. P. Borges, 2024. "Brand addiction’s mediation of brand love and loyalty’s effect on compulsive buying: the case of human brands," Journal of Brand Management, Palgrave Macmillan, vol. 31(4), pages 382-400, July.
    16. Geurin-Eagleman, Andrea N. & Burch, Lauren M., 2016. "Communicating via photographs: A gendered analysis of Olympic athletes’ visual self-presentation on Instagram," Sport Management Review, Elsevier, vol. 19(2), pages 133-145.
    17. Hayes, Michelle & Filo, Kevin & Geurin, Andrea & Riot, Caroline, 2020. "An exploration of the distractions inherent to social media use among athletes," Sport Management Review, Elsevier, vol. 23(5), pages 852-868.
    18. Bikram Jit Singh Mann & Yadvinder Parmar & Mandeep Kaur Ghuman, 2023. "A New Scale to Capture the Multidimensionality of Celebrity Image," Global Business Review, International Management Institute, vol. 24(6), pages 1251-1275, December.

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