Achieving Loyalty in Athlete Branding: Examining the Relationship between Athlete Brand Image and Consumer Loyalty

Arai, Akiko; Chang, Yonghwan

doi:10.1007/978-3-319-10912-1_128

Cited by 5 publications

(6 citation statements)

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“…However, as athlete attraction can also trigger this effect, self-identification with the team is not the only precondition for relationship development with the brand. This validates the importance of athletes as valuable assets to the team, given their stardom can attract nonsports fans to initiate a relationship with the team brand (Arai and Chang, 2015).…”

Section: Theoretical Implicationssupporting

confidence: 60%

“…For instance, postings on star player account for approximately 40% of the information shared on the official social media platform of the Liverpool Football Club (Parganas et al , 2015). As sports celebrities, star players are valuable assets to the team (Arai and Chang, 2015). Not only do their technical skills contribute to the performance of the team but also their videos and images strengthen the team brand identity (Schmidt et al , 2018).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

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Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities

Wong

Hung

2022

JPBM

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Purpose This paper aims to examine the antecedents of brand passion and brand community commitment, namely, self-congruity and athlete attraction, as well as their effects on online brand advocacy in online brand communities. Design/methodology/approach The sample comprises members of a Facebook football fan club brand community. An online survey measuring athlete-level factors, team-level factors and online brand advocacy provides data to test the conceptual framework using structural equation modeling with partial least squares (PLS-SEM). Findings The findings of this paper support the positive spillover effect from athlete subbrand to team brand advocacy, as self-congruity exerted positive effects on brand passion and brand community commitment, while athlete attraction influenced brand community commitment, leading to online brand advocacy. Research limitations/implications The findings validate the dimensions of online brand advocacy and advance research on sports brand hierarchy in brand architecture by establishing the transference effect from athlete to the team brand. Practical implications To effectively manage their brands online, brand managers need to pay attention to the powerful and multifaceted tool of online brand advocacy. Brand managers can capitalize on their active advocates by working closely with them to co-create uplifting and authentic brand stories that are worthwhile for sharing, especially in times of crisis. Originality/value Building on the developmental trajectory of brand love and vicarious brand experience, the findings verify the directionality of the spillover effect and offer insights into the development of brand advocacy across different brand levels.

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Section: Theoretical Implicationssupporting

confidence: 60%

Section: Theoretical Backgroundmentioning

confidence: 99%

Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities

Wong

Hung

2022

JPBM

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“…psychological commitment) and behavior components (Tachis and Tzetzis, 2015). Several studies support the effect of athlete brand image on psychological commitment (Arai et al , 2013; Vaatainen and Dickenson, 2019) and behavior loyalty (Arai and Chang, 2015). However, the effect of athlete brand image on both aspects of fan loyalty has not been examined.…”

Section: Introductionmentioning

confidence: 99%

“…Hence, our understanding of the athlete brand image-fan loyalty link would be richer and more fine-grained if we are able to assess athlete brand image at its dimensional levels (Vaatainen and Dickenson, 2019). Despite of these advantages such as relevance and accuracy of focusing on the reflective indicators in structural equations (Lee and Chamberlain, 2016; Markus and Borsboom, 2013), previous studies have only used the constituent model of athlete brand image (Arai et al , 2013, 2014; Arai and Chang, 2015).…”

Section: Introductionmentioning

confidence: 99%

Testing the impact of athlete brand image attributes on fan loyalty

Mahmoudian

Boroujerdi

Mohammadi

et al. 2020

JBIM

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Purpose Athlete brand image management has become a popular topic among sport marketing scholars. This study aims to test the impacts of the attributes of an athlete brand image on fan loyalty. Design/methodology/approach In total, 500 questionnaires were delivered to university students and 472 completed questionnaires were returned. Confirmatory factor analysis was conducted to test the psychometric properties of the measures and structural equation modeling was carried out to test the hypotheses. Findings The findings of this study show that three attributes of athlete brand image (e.g. marketable lifestyle, athletic performance and attractive appearance) positively influenced fan loyalty. Research limitations/implications To increase the loyalty of fans, effective marketing strategies could be designed to create positive images of athletes with both athletes’ on-field (e.g. athletic skills, competition style and excellence in sport) and off-field performance (e.g. engagement with fans, community involvement, public relation and charity activities). Originality/value This paper provides valuable insights into the measurement of athlete brand image and fan loyalty and offers a foundation for future research on athlete brand management.

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“…With the help of numerous sport agencies, many athletes begin to manage their individual brands. Furthermore, building and maintaining an athlete's brand is becoming increasingly important in this fiercely competitive agent industry (Arai, 2015). The ability to sustain fan support even when their performance has diminished, as well as price premiums on their compensation, transfer fees, and contract income (Gladden & Funk, 2001).…”

Section: Controllingmentioning

confidence: 99%

The Model of The Sport Agent in Thailand: How to Be the Finest Athlete Representative?

Apiromvilaichai,

Phunsawat,

Terason

et al. 2024

RGSA

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Purpose: This research aims to study the basketball sport agent management model in Thailand. Theoretical Framework: This study employs the concepts and theories of the sport agent’s management factor affecting the professional Basketball player achievement in Thailand. Methodology: The study was qualitative research used in-depth interviews. The purposive sampling 24 key informants which were comprised of three trainers, three media people, three financial managers, nine people consist of the representative from the basketball league, professional basketball team owners, and basketball association administrators, three lawyers, three people from the sport cloth and equipment business, three professional basketball team owners, and three Basketball association administrators. The qualifications are the experienced person, and have been related in the sport industry more than 3 years. The researchers gathered data from in-depth interviews by using the management process (planning, organizing, leading, and controlling) approach. Findings: The result found the management model in 4 aspects, firstly, the planning is the goals and route, provoke and increase the plans and strategies for each step of the way. Secondly, the organizing establishes the system to coordinate and allocate a firm`s assets in an effort to perform its plans. Thirdly, leading by synchronization of the efforts of people and organizations for the cause of reaching organizational efficiency. Lastly, the controlling is the manner of the use of organizational assets to comprehend organizational objectives. Research Practical and Social Implication: The research study will be employing the protection of players' rights and interests in contract negotiations. Furthermore, the basketball agent able to transfer to the professionalization of the basketball industry through standardized agent practices. Moreover, the result of the research will be guideline for the sport agent to enhanced credibility and integrity of Thai basketball on the international stage. In term of the social implications, the result of the research study will reduction of exploitative practices and unethical behavior within the industry. Moreover, it will be empowerment of athletes to make informed decisions about their careers. In addition, it able to promote fair play and sportsmanship values in the basketball community. Originality/Value: The introduction of a structured basketball sport agent management model in Thailand offers a unique opportunity to enhance transparency and accountability in player representation, addressing existing gaps in regulation. By prioritizing the welfare and interests of athletes, this model has the potential to elevate the integrity and professionalism of the Thai basketball industry, ultimately fostering growth and sustainability. Its implementation serves as a pioneering step towards aligning with global standards while nurturing a more ethical and equitable environment for players, agents, and stakeholders alike.

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Achieving Loyalty in Athlete Branding: Examining the Relationship between Athlete Brand Image and Consumer Loyalty

Cited by 5 publications

References 0 publications

Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities

Love the star, love the team? The spillover effect of athlete sub brand to team brand advocacy in online brand communities

Testing the impact of athlete brand image attributes on fan loyalty

The Model of The Sport Agent in Thailand: How to Be the Finest Athlete Representative?

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