Abstract
The purpose of this study was to present a framework to aid understanding athlete brand life cycle and how to extend it. A thorough review of the literature was conducted to create the proposed framework. Five stages were identified including brand introduction, brand growth, brand maturity, brand decline and brand reinvention, as well as athlete capital that may occur for some athletes. This study extends prior research by providing an initial idea on how to develop and manage an athlete brand life cycle throughout his/her career.
| Original language | English |
|---|---|
| Pages (from-to) | (In-Press) |
| Number of pages | 26 |
| Journal | Sport in Society: Cultures, Commerce, Media, Politics |
| Volume | (In-Press) |
| Early online date | 4 Jun 2019 |
| DOIs | |
| Publication status | E-pub ahead of print - 4 Jun 2019 |
Keywords
- Athletes
- fans
- life cycle
- sport brand
ASJC Scopus subject areas
- Cultural Studies
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Cite this
Hasaan, A., Biscaia, R., & Ross, S. (2019). Understanding athlete brand life cycle. Sport in Society: Cultures, Commerce, Media, Politics, (In-Press), (In-Press). https://doi.org/10.1080/17430437.2019.1624722