The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes

Abstract

This research explored the role of athlete on- and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete’s sponsor, and the mediating effect of consumers’ self-brand connection on these relationships. Data were collected from fans of soccer players through a cross-sectional survey promoted on social media platforms. A partial least squares structural equation model examined the direct effects of both athlete brand dimensions on athlete commitment, team commitment, and athlete sponsor preference, and the indirect effects mediated via self-brand connection. The results indicate that an athlete’s on-field image is significantly related to athlete sponsor preference, while the off-field image influences athlete commitment and team commitment. Self-brand connection is influenced by athlete off-field image and mediates the relationship between off-field image and athlete commitment. This study contributes to a better understanding of how to manage athlete brands and linkages between fans, athletes, and associated entities.

Service quality and its effects on consumer outcomes: a meta-analytic review in spectator sport

“…promotional campaigns focusing on athletes' commitment to the team, and athlete recruitment policies aligned with team values that go beyond sportrelated characteristics) may contribute to alleviate the uncertainty of team performance and favour spectator overall satisfaction. Furthermore, as core product quality does not depend only on home teams (or strong opponents) and brands within the sport environment affect one another (Kunkel et al, 2020), teams and leagues should work together to develop competitive balance strategies.…”

Testing the impact of athlete brand image attributes on fan loyalty

“…Wu et al (2012) believe that an athlete brand image is a strong stimulus to attract spectators and fans at sports events and to foster intention to purchase products related to athletes. Examining sport brand elements that drive fans’ reactions is paramount to increasing brand health (Biscaia et al , 2016), which suggests the importance of understanding how consumer perceptions about an athlete’s on- and off-field image influence their commitment to support that athlete (Kunkel et al , 2019). Previous studies have suggested that athlete brand image influences attitudinal and behavior outcomes linked with the athlete and related entities such as the athlete’s team and sponsors (Carlson and Donavan, 2013; Williams et al , 2015; Yu, 2005).…”

“…However, the influences of athletes’ on- and off-field brand image on fans’ attitudinal and behavioral outcomes require empirical testing. Eventually, there is a lack of empirical evidence demonstrating the impact of athlete associations on fans’ loyalty toward the athlete (Kunkel et al , 2019). Based on the evidence from the literature review, this study seeks to develop and test a theoretical model that hypothesizes the impact of attributes of athlete brand image on fan loyalty.…”

“…Within the sport context, researchers initially examined the brand management of leagues and teams and recently started to investigate the individual athlete level (Arai et al , 2013, 2014; Na et al , 2020). While there has been a conceptual justification from existing studies hypothesizing that brand loyalty depends on the brand image (Cassia et al , 2017), only a few studies provided empirical evidence supporting the unique influence of athletes’ on- and off-field brand image on fans’ loyalty and attitudes toward the athletes, their teams or sponsors (Arai et al , 2013; Kunkel et al , 2019; Parmentier and Fischer, 2012; Summers and Johnson Morgan, 2008). According to the recent classical measurement theory, multi-faceted constructs should be operationalized at the dimensional level, rather than at the higher-order construct level as “this approach is conceptually clean and potentially adds richness to the research model” (Lee and Cadogan, 2013, p. 246).…”

Fan Engagement in 15 Seconds: Athletes’ Relationship Marketing During a Pandemic via TikTok

“…Real Videos." From a branding perspective, TikTok's popularity attests to a shift in consumer culture where authentic brand narratives are valued and self-brand connections are more important than ever (Kunkel, Biscaia, Arai, & Agyemang, 2019). This could explain why Lebron James's inexperienced dance moves became viral content on, and beyond, TikTok.…”