This research explored the role of athlete on- and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete’s sponsor, and the mediating effect of consumers’ self-brand connection on these relationships. Data were collected from fans of soccer players through a cross-sectional survey promoted on social media platforms. A partial least squares structural equation model examined the direct effects of both athlete brand dimensions on athlete commitment, team commitment, and athlete sponsor preference, and the indirect effects mediated via self-brand connection. The results indicate that an athlete’s on-field image is significantly related to athlete sponsor preference, while the offfield image influences athlete commitment and team commitment. Self-brand connection is influenced by athlete off-field image and mediates the relationship between off-field image and athlete commitment. This study contributes to a better understanding of how to manage athlete brands and linkages between fans, athletes, and associated entities.
Bibliographical noteAccepted author manuscript version reprinted, by permission, from Journal of Sport Management, 2019, https://doi.org/10.1123/jsm.2019-0222. © Human Kinetics, Inc.
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- brand associations
- fan commitment
- spill-over effects
- Fan commitment
- Spill-over effects
- Brand associations
ASJC Scopus subject areas
- Physical Therapy, Sports Therapy and Rehabilitation
- Decision Sciences(all)
- Organizational Behavior and Human Resource Management
- Orthopedics and Sports Medicine
Kunkel, T., Biscaia, R., Arai, A., & Agyemang, K. (2020). The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes. Journal of Sport Management, 34(3), 201-216. https://doi.org/10.1123/jsm.2019-0222