Athlete brand construction: A perspective based on fans' perceptions
Abstract The purpose of this study was to develop a framework for understanding the antecedents and components of athlete brand. Based on a set of 21 interviews conducted in three different countries, a detailed framework is proposed including five antecedents and two components of athlete brand. Th...
| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidade Estadual Paulista
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| Series: | Motriz: Revista de Educacao Fisica |
| Subjects: | |
| Online Access: | http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1980-65742016000300144&lng=en&tlng=en |