Branding athletes: Exploration and conceptualization of athlete brand image

Abstract

2016-12-23T18:49:38

Establishing Athlete Brand Among Female Pakistani Fans

“…According to this definition, all individual athletes can be considered as brands because every athlete holds a unique name, distinctive appearance, and a personality (Arai, Ko, & Ross, 2014). As personal brands differ from brands for products or services, athletes also discussed in the context of human brands (Arai, Ko, & Kaplanidou, 2013;Arai et al, 2014;Hasaan, Kerem, Biscaia, & Agyemang, 2016). Unlike products or services, human beings act on multiple motives.…”

“…Therefore, an athlete brand is an example of a branded person or human brand like other celebrity brands. As with other celebrity brands, an athlete brand is related to the personality and image of a particular athlete as perceived by the public (Arai et al, 2014;Cortsen, 2013). Arai et al (2014) explain that an athlete brand is related to the personality of the athlete.…”

“…As with other celebrity brands, an athlete brand is related to the personality and image of a particular athlete as perceived by the public (Arai et al, 2014;Cortsen, 2013). Arai et al (2014) explain that an athlete brand is related to the personality of the athlete. In this regard, athletes themselves have a crucial role in contributing to building their personal brands (Cortsen, 2013).…”

“…Cortsen (2013) presented the idea of a hybrid athlete brand -when something positive or negative happens to an athlete, the same effect is extended to the athlete's brand. Arai, Ko and Kaplanidou ( 2013) and Arai et al (2014) developed and tested the model of athlete brand image (MABI) including the dimensions of athletic performance, attractive appearance and marketable lifestyle. Williams and Agyemang (2014) focused on college athletes and suggested the establishment of athlete brands through organization-related, market-related and athlete-related antecedents.…”

Communicating the Athlete as a Brand: An Examination of LPGA Star Suzann Pettersen

“…Keller's CBBE proposed attitudinal based dimensions to measure 5 Running head: COMMUNICATING THE ATHLETE AS A BRAND brand equity, and suggested that consumer based brand equity is derived from the effect of brand knowledge (e.g., brand awareness and brand association) on consumers' reaction to the marketing and communication of the brand. Utilizing CBBE as its theoretical framework, Arai et al (2014) proposed a conceptual Model of Athlete Brand Image (MABI). The MABI is comprised of three brand association dimensions for athletes: athletic performance, attractive appearance, and marketable lifestyle.…”