When Becks came to Sydney: multiple readings of a sport celebrity

Gilmour, Callum; Rowe, David C.

doi:10.1080/14660971003619495

Cited by 9 publications

(13 citation statements)

References 12 publications

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“…Most studies conduct qualitative research as such to indicate that the topic is in the exploratory stage. Lobpries et al (2017), Gilmour and Rowe (2010) and Arai et al (2013) examined the positioning of athletes. Popular singer Beyoncé’s positioning is the subject of multiple studies (Baade, 2019; Olutola, 2019), and celebrity Kim Kardashian’s positioning has been qualitatively assessed (Sastre, 2014; Marsden, 2018).…”

Section: Resultsmentioning

confidence: 99%

A thematic exploration of human brands: literature review and agenda for future research

Osorio

Centeno

Cambra‐Fierro

2020

JPBM

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Purpose The purpose of this study is threefold. First, human brands are conceptualized and the distinction between them and personal brands is established. Second, human-brand research is reviewed in light of a strategic brand management framework and gaps in the knowledge that may suggest new research pathways are identified. Third, the extent to which a brand management model designed for products could be applied to human brands is explored. Design/methodology/approach A systematic literature review was conducted in this study. The content analysis of the selected set of papers allowed the assessment of the state of this field of brand management and the identification of proposals for future research. Findings Substantial research exists on different aspects of human brands. However, these studies are fragmented in nature, thus highlighting the need for specific and complete human-brand management models. Research limitations/implications A limitation of this literature review is that it is based on a sample of papers collected by one specific criterion; furthermore, the way the papers were classified may be challenged. However, this study provides a comprehensive picture of studies on human brands available today. Originality/value A parsimonious distinction and connectivity between human and personal brands suggest a branding-by-individual continuum. Additionally, to the best of the authors’ knowledge, this study is the first identifiable one that summarizes the growing literature on human brands, reveals important gaps in the knowledge and calls for the development of particular human-brand management models.

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Section: Resultsmentioning

confidence: 99%

A thematic exploration of human brands: literature review and agenda for future research

Osorio

Centeno

Cambra‐Fierro

2020

JPBM

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“…Within sport, celebrity plays an increasingly important role in constructing subworlds, establishing norms and making fans feel closer to star performers (Gilmour & Rowe, 2010;Jackson & Andrews, 2012). Athletes with higher celebrity value can capitalise on this for commercial purposes, as their active engagement with fans and high visibility can increase their commodity value and, in turn, drive brand awareness and marketing (Pegoraro, 2010).…”

Section: Celebrity and Female Athletesmentioning

confidence: 99%

Smiling assassins, brides-to-be and super mums: the importance of gender and celebrity in media framing of female athletes at the 2016 Olympic Games

Dashper

2017

Sport in Society

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“…Globalization is the increased movement of capital, people, images, and ideas around the world (Holton, 2005). Sports like football are part of these processes, moving money and players across borders (Campbell, 2011; Carter, 2013), and promoting images, celebrities, and brands through the global media (Cashmore, 2004; Gilmour and Rowe, 2010). Players and the media convey ideas about gender, race, and the nation (Falcous and Maguire, 2006; Maguire, 2011a, 2011b; Rowe, 2010; Silk and Andrews, 2001), especially in global spectacles like the Olympics or the World Cup (Horne and Manzenreiter, 2004).…”

Section: Football Globalization and Glocalizationmentioning

confidence: 99%

The moral glocalization of sport: Local meanings of football in Chota Valley, Ecuador

Jijón

2016

International Review for the Sociology of Sport

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Studies of the glocalization of sport usually focus on 'aesthetic glocalization' (how local actors adopt a global sport and create a new hybrid aesthetic). This has led some critics to dismiss glocalization as a superficial 'façade' of diversity hiding global homogeneity. This paper challenges this view by looking at the 'moral glocalization' of sport and at the ways local actors give global sports local moral meanings. Drawing on interviews with Afro-descendants from Chota valley, Ecuador, it shows that in this peripheral community football is seen as: (1) a morally safe emotional outlet; (2) a moral education; (3) a source of national 'communitas'; (4) racial pride; (5) a space for local moral heroes; and (6) a gateway to communal progress. In conclusion, local actors give global football deep moral meaning when they can associate it to local conceptions of the sacred.

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When Becks came to Sydney: multiple readings of a sport celebrity

Cited by 9 publications

References 12 publications

A thematic exploration of human brands: literature review and agenda for future research

A thematic exploration of human brands: literature review and agenda for future research

Smiling assassins, brides-to-be and super mums: the importance of gender and celebrity in media framing of female athletes at the 2016 Olympic Games

The moral glocalization of sport: Local meanings of football in Chota Valley, Ecuador

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