A conceptual framework to understand the creation of athlete brand and its implications

Ali Hasaan, Katri Kerem, Rui Biscaia, Kwame Agyemang

Research output: Contribution to journalArticle

1 Citation (Scopus)
142 Downloads (Pure)

Abstract

The purpose of this study was to propose a conceptual framework or 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.
Original languageEnglish
Pages (from-to)169-198
Number of pages30
JournalInternational Journal of Sport Management and Marketing
Volume18
Issue number3
Early online date8 May 2018
DOIs
Publication statusPublished - 2018

Fingerprint

Conceptual framework
Loyalty
Sponsor
Literature review
Communication
Purchase intention
Research directions
Impression management

Cite this

A conceptual framework to understand the creation of athlete brand and its implications. / Hasaan, Ali; Kerem, Katri; Biscaia, Rui; Agyemang, Kwame.

In: International Journal of Sport Management and Marketing, Vol. 18, No. 3, 2018, p. 169-198.

Research output: Contribution to journalArticle

@article{0e71047573cc4835a2a0ff97d2357d81,
title = "A conceptual framework to understand the creation of athlete brand and its implications",
abstract = "The purpose of this study was to propose a conceptual framework or 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.",
author = "Ali Hasaan and Katri Kerem and Rui Biscaia and Kwame Agyemang",
year = "2018",
doi = "10.1504/IJSMM.2018.10012841",
language = "English",
volume = "18",
pages = "169--198",
journal = "International Journal of Sport Management and Marketing",
issn = "1475-8962",
publisher = "Inderscience",
number = "3",

}

TY - JOUR

T1 - A conceptual framework to understand the creation of athlete brand and its implications

AU - Hasaan, Ali

AU - Kerem, Katri

AU - Biscaia, Rui

AU - Agyemang, Kwame

PY - 2018

Y1 - 2018

N2 - The purpose of this study was to propose a conceptual framework or 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.

AB - The purpose of this study was to propose a conceptual framework or 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.

U2 - 10.1504/IJSMM.2018.10012841

DO - 10.1504/IJSMM.2018.10012841

M3 - Article

VL - 18

SP - 169

EP - 198

JO - International Journal of Sport Management and Marketing

JF - International Journal of Sport Management and Marketing

SN - 1475-8962

IS - 3

ER -