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.2018.10012841

Cited by 9 publications

(3 citation statements)

References 83 publications

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“…The location of a team is considered a source of inspiration in the context of team loyalty among fans (Richardson & Turley, 2006). For instance, (Hasaan et al, 2018) mentioned that people have attachments with certain locations and if the team is located in that place it can win people's loyalty.…”

Section: Discussionmentioning

confidence: 99%

“…In the context of sports brands, past studies have identified various reasons that affect the loyalties of the fans. For instance, athletes transfer (Hasaan, Kerem, Biscaia, & Agyemang, 2016), performance (Yu, 2005), success (Biscaia, Correia, Ross, Rosado, & Maroco, 2013), sponsorship (Lee & Aiken, 2010), immoral activities (Hasaan, Kerem, Biscaia, & Agyemang, 2018), media (Arai, Ko, & Kaplanidou, 2013) and impression management . However, there is still a dearth of studies that discuss the motives which persuade fans to change their loyalties to other sports brands (i.e., team, athletes).…”

Section: Introductionmentioning

confidence: 99%

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¿Lealtades cambiantes en críquet? Un estudio cualitativo longitudinal de los seguidores de la Superliga de Pakistán

Hasaan¹

2021

sportk

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El críquet siempre ha sido conocido por sus competiciones de nivel internacional; sin embargo, recientemente se ha introducido el formato de liga. El propósito del presente estudio es investigar los motivos de la lealtad (y deslealtad) de los seguidores de este deporte en el contexto de la Superliga de Pakistán (PSL). Para ello, se estableció un estudio cualitativo longitudinal entre los seguidores de la PSL. El primer estudio se realizó antes del comienzo de la PSL y el segundo estudio se realizó al final de la PSL. Las respuestas de los participantes indicaron que los seguidores de la PSL tienen lealtades cambiantes y a corto plazo. El estudio identificó varias razones que motivan a los seguidores a separarse de un equipo / deportista y unirse a otro equipo / deportista. En el contexto de los equipos, se encontraron cuatro motivos: rendimiento, ubicación, el equipo en sí y el deportista; mientras que, en el contexto de los deportistas, se encontraron tres motivos diferentes: rendimiento, atributos fuera del campo y otros atributos dentro del campo. Los resultados de este estudio también se discuten en el contexto de la literatura previa. Cricket has always been known for its international level competitions; however, recently, league-format has been introduced into it. The purpose of the current study is to investigate the motives of fans’ loyalty (and disloyalty) in the context of Pakistan Super League (PSL). For this purpose, a longitudinal qualitative study was established among the PSL fans. The first study was conducted before the beginning of the PSL and the second study was conducted at the end of PSL. The responses of the participants indicated that the PSL fans have short-term and changeable loyalties. The study identified various reasons that motivate fans to detach from one team/athlete and attach to another team/athlete. In the context of teams, four motives emerged: performance, location, the team itself and the athlete; whereas, in the context of athletes, three different motives emerged: performance, off-field attributes and other on-field attributes. The results of the study are also discussed in the context of the previous literature.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

¿Lealtades cambiantes en críquet? Un estudio cualitativo longitudinal de los seguidores de la Superliga de Pakistán

Hasaan¹

2021

sportk

View full text Add to dashboard Cite

show abstract

“…For athletes, specifically, their exclusive attributes can make a lifetime emotional attachment in fans (Kwon and Trail, 2001). When David Beckham transferred to Real Madrid, the team's jersey sales increased from one to three million dollars; this was largely due to the around five million of his Asian fans switching from Manchester United to Real Madrid (Hasaan et al , 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Personal branding on Instagram: an examination of Iranian professional athletes

Sharifzadeh

Brison

Bennett

2021

SBM

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PurposeThis study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to create a personal brand. For example, unlike their global counterparts, Iranian athletes’ access to social media is limited to only Instagram, due to a ban in Iran on the use of Facebook and Twitter. This specific situation provides unique opportunities and interactions in the personal branding process.Design/methodology/approachUtilizing a criterion purposive sample of Iranian professional athletes, the authors conducted in-depth, semi-structured interviews to understand the branding strategies and challenges of these athletes.FindingsTwo categories (branding strategies and cultural/societal challenges), along with Six themes emerged. The categories were derived based on the literature review and the subsequent research questions.Originality/valueThis paper provides valuable information on challenges and opportunities for athletes' personal branding from international perspectives. Also, the results of the study broaden our understanding of how athletes' personal branding can function in different countries and contexts. Findings will provide governing bodies and sport marketers have a better understanding of athletes' social media usage.

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Elite athletes with disabilities marketability and branding strategies: professional agents’ perspectives

Siegfried

Cho

et al. 2023

European Sport Management Quarterly

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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 9 publications

References 83 publications

¿Lealtades cambiantes en críquet? Un estudio cualitativo longitudinal de los seguidores de la Superliga de Pakistán

¿Lealtades cambiantes en críquet? Un estudio cualitativo longitudinal de los seguidores de la Superliga de Pakistán

Personal branding on Instagram: an examination of Iranian professional athletes

Elite athletes with disabilities marketability and branding strategies: professional agents’ perspectives

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