Athlete brand construction: A perspective based on fans’ perceptions

Ali Hasaan, Katri Kerem, Rui Biscaia, Kwame Agyemang

    Research output: Contribution to journalArticlepeer-review

    12 Citations (Scopus)
    202 Downloads (Pure)

    Abstract

    The purpose of this study was to develop a framework for understanding the antecedents and components of athlete brand. Based on a set of 21 interviews conducted in three different countries, a detailed framework is proposed including five antecedents and two components of athlete brand. The antecedents are media (social media, mass media, video games and major sport events), oral communications (word of mouth, and rumors and narratives), impression management, social agents (parents, family members, friends and community), and teams and sport (sport interest, team interest and team geographical location). In turn, the components of athlete brand are related with on-field attributes (behavior, team, achievements, style of play and skills) and off-field attributes (physical attraction, lifestyle, personal appeal, ethnicity and entertainment). Complementarily, these components of athlete brand are proposed to have an impact on fans' loyalty towards the athlete. Implications of these findings for building and managing athlete brand are discussed, and directions for future studies are provided.
    Original languageEnglish
    Pages (from-to)144-159
    Number of pages15
    JournalMotriz
    Volume22
    Issue number3
    DOIs
    Publication statusPublished - 2016

    Keywords

    • athlete brand
    • athlete loyalty
    • fans
    • teams

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    • Estonian Business School

      Biscaia, R. (Supervisor)

      Oct 2014Feb 2015

      Activity: Visiting an external institutionExternal PhD Supervision

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