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.
|Number of pages||25|
|Journal||Sport in Society: Cultures, Commerce, Media, Politics|
|Early online date||4 Jun 2019|
|Publication status||Published - 20 Jan 2021|
Bibliographical noteThis is an Accepted Manuscript of an article published by Taylor & Francis in Sport in Society: Cultures, Commerce, Media, Politics on 04/06/2019, available online: http://www.tandfonline.com/10.1080/17430437.2019.1624722
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- life cycle
- sport brand
ASJC Scopus subject areas
- Cultural Studies