Understanding athlete brand life cycle

Hasaan, Ali; Biscaia, Rui; Ross, Stephen

doi:10.1080/17430437.2019.1624722

Cited by 24 publications

(34 citation statements)

References 109 publications

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“…Performance is often considered as an attribute of strong sport brands and fan followership (Arai et al 2013). Consistent performance is a major contributor at athlete brand maturity stage, and it can consist of multiple constructs such as achievements, style of play and skills (Hasaan, Biscaia, & Ross, 2019 The media also paid attention to the athlete being recognized by the international organization. Again, most news stories tend to ignore domestic achievement of the athlete.…”

Section: Performance As a Necessary Factor For Athlete Brandingmentioning

confidence: 99%

“…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%

“…Effective marketing strategies create favorable brand associations and reinforce existing positive brand associations (Arai et al 2014). Promotional activities are important to increase awareness and favorability of associations between athletes and fans (Hasaan et al 2019).…”

Section: Business and Marketing Activities To Boost Athlete Brandingmentioning

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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Section: Performance As a Necessary Factor For Athlete Brandingmentioning

confidence: 99%

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

confidence: 99%

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Athlete branding in less popular sport: a triadic approach

Hasaan¹,

Javani

Fişne

et al. 2020

PDM

Self Cite

View full text Add to dashboard Cite

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“…That is why, "The Celebrity 100" list contained one-quarter sports stars along with other celebrities (i.e., Hollywood stars and musicians) (Papp-Váry, 2011). Athletes not only improved their image, enhanced brand equity of their name brand but also were able to redeem their brand status via sponsorship and entrepreneurial ventures (Hasaan, Biscaia, & Ross, 2019).…”

Section: Introductionmentioning

confidence: 99%

“…Sport branding literature ignored the dimension changeable loyalty among fans. Although it has been discussed that sport brands have shorter life (Hasaan et al, 2019) and fragile (Özdinç & Özdinç, 2015), yet very few studies focused on the topic of fans loyalty substitution. Also, as the Pakistan Super League (PSL) and cricket leagues are not very old concepts, the idea of loyalty towards cricket league's athletes/teams remains unexplored.…”

Section: Introductionmentioning

confidence: 99%

¿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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