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

Hasaan, Ali; Kerem, Katri; Biscaia, Rui; Agyemang, Kwame J.A.

doi:10.1504/ijsmm.2018.091753

Cited by 19 publications

(42 citation statements)

References 21 publications

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“…Also, this study discussed the less popular sport athletes in the branding context. Past studies have identified that the types, popularity, and nature of sport demonstrated different effects on brand equity of athletes (Hasaan et al, 2018). In this context, the current study provides a significant contribution to the literature as well as practitioners who manage athlete branding.…”

mentioning

confidence: 73%

“…The central tenet that contributes to this line of athlete branding literature is customer-based brand equity, mainly focusing on perceptions that customers have towards the target athletes (Arai et al 2014;Biscaia, Correia, Ross, Rosado, & Maroco, 2013;Hasaan et al 2018;Keller, 1993). Other researchers also argued that awareness and prestige among fans are essential for athletes to be considered as a brand (Arai et al 2014;Hasaan et al 2018). Lastly, incorporating the media influence is particularly important to understand athlete branding as consumers are strongly influenced by media (Parmentier & Fischer, 2012).…”

Section: The Process Of Athlete Brandingmentioning

confidence: 99%

“…Past studies have identified that only on-field success is not enough to establish a top athlete brand (Lobpries, Bennett, & Brison, 2018). Off-field attributes are also influential to establish a long lasting loyalty (Hasaan et al 2018). Also, impression management, efforts to manage one's image (Bolino, Kacmar, Turnley, & Gilstrap, 2008), is considered as a useful tool in the process of athlete brand development (Agyemang & Williams, 2013;Hasaan et al 2019).…”

Section: Athletes' Personal/private Life As a Source Of Brandingmentioning

confidence: 99%

“…Contextual factors refer to the information that may be indirectly associated with the link between athletes and their branding (Sato, Ko, Kaplanidou, & Connaughton, 2016). For example, Hasaan et al (2018) mentioned that the popularity of the sport can influence (dis)liking of a particular athlete. Whether the focal sport is popular or not is not a dispositional (i.e., internal) attribute of the athlete, but it can impact how consumers perceive the athlete.…”

Section: Contextual Factors Associated With Athlete Brandingmentioning

confidence: 99%

“…Athlete brands have been regarded as a collection of associations that consumers have with focal athletes (Arai, Ko, & Kaplanidou, 2013;Arai, Ko, & Ross, 2014;Hasaan, Kerem, Biscaia, & Agyemang, 2018). Understanding the perspectives from consumers (fans in this case) is, therefore, indispensable in the process of building and utilizing athlete brands.…”

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confidence: 99%

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Athlete branding in less popular sport: a triadic approach

Hasaan¹,

Javani

Fişne

et al. 2020

PDM

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Objetivo do estudo: Apesar da existência de oportunidades de desenvolvimento de marcas dos atletas, em esportes menos populares os atletas encontram dificuldades neste tema. Portanto, o presente estudo teve como objetivo contribuir com a literatura existente sobre a marca do atleta, fornecendo uma compreensão melhor e holística da marca do atleta em esportes menos populares.Metodologia: Empregamos a abordagem triádica que envolveu três partes interessadas: Atleta, fãs e mídia, para explorar fatores importantes nas estratégias de marca do atleta em esportes menos populares..Originalidade/Relevância: Há menos foco no esporte menos popular e na marca de seus stakeholders. Com o crescente interesse dos fãs por esportes menos populares e seus atletas estão ganhando mais atenção do que nunca. Assim, o estudo optou por discutir um fenômeno ignorado no contexto da marca do atleta.Principais resultados: Os resultados identificaram quatro temas principais e oito subtemas associados com base nas entrevistas e na análise de conteúdo da mídia. Esses principais e subtemas incluem (1) desempenho (sucesso esportivo, nível de competição), (2) pessoal / privado (características fora do esporte, gerenciamento de imagem), (3) negócios / marketing (promoção de atleta, produtos mercadológicos) e (4) fator contextual (natureza esportiva, proximidade).Contribuições teóricas/metodológicas: o estudo atual contribuiu na literatura existente sobre a marca do atleta por meio do foco em um atleta importante de um esporte menos popular.

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mentioning

confidence: 73%

Section: The Process Of Athlete Brandingmentioning

confidence: 99%

Section: Athletes' Personal/private Life As a Source Of Brandingmentioning

confidence: 99%

Section: Contextual Factors Associated With Athlete Brandingmentioning

confidence: 99%

mentioning

confidence: 99%

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Athlete branding in less popular sport: a triadic approach

Hasaan¹,

Javani

Fişne

et al. 2020

PDM

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Empowerment of human brands: Brand meaning co-creation on digital engagement platforms

Anderski

Griebel

Stegmann

et al. 2023

Journal of Business Research

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Becoming more than an athlete: developing an athlete's personal brand using strategic philanthropy

Kunkel

Doyle

2020

European Sport Management Quarterly

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Becoming more than an athlete: Developing an athlete's personal brand using strategic philanthropy Research Question: The current research examined the effect of an athlete promoting his philanthropic efforts to his Instagram followers. Specifically, we assessed how adopting this strategy impacted his followers' perceptions of, and level of fandom towards, his personal brand.Research Methods: We used a longitudinal research design including a pre-intervention survey, an intervention, and a post-intervention survey separated by a six-month interval. We analysed free-thought brand associations, perceptions of athlete philanthropy, and levels of fandom reported by an athlete's Instagram followers from two independent samples (NT1 = 165; NT2 = 172) and a longitudinal sample (N = 32). Results and Findings:Results indicated that the athlete's promotion of his philanthropic activities positively impacted his brand image. This change was characterised by a shift from the prominence of sport-specific brand attributes to perceptions of overall character. In addition, followers reported increased perceptions of the athlete's engagement in philanthropy, and stronger levels of overall fandom towards the athlete.Research Implications: Findings demonstrated the promotion of philanthropic activities impacted the brand associations consumers linked to the athlete's personal brand, and strengthened the overall connection between the athlete and his followers. Findings extend athlete branding knowledge and provide practical implications to inform how athletes and agents may implement social media brand management.

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

Abstract: This document is the author's post-print version, incorporating any revisions agreed during the peer-review process. Some differences between the published version and this version may remain and you are advised to consult the published version if you wish to cite from it.

Cited by 19 publications

References 21 publications

Athlete branding in less popular sport: a triadic approach

Athlete branding in less popular sport: a triadic approach

Empowerment of human brands: Brand meaning co-creation on digital engagement platforms

Becoming more than an athlete: developing an athlete's personal brand using strategic philanthropy

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