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...
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doaj-c24ac1c448f148ea864985886d7b27062020-11-24T21:20:59ZengUniversidade Estadual PaulistaMotriz: Revista de Educacao Fisica1980-657422314415910.1590/S1980-6574201600030005S1980-65742016000300144Athlete brand construction: A perspective based on fans' perceptionsAli HasaanKatri KeremRui BiscaiaKwame J. A. AgyemangAbstract 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. The antecedents are media (social media, mass media, video games and major sport events), oral communications (word of mouth, and rumors and narratives), impression management, social agents (parents, family members, friends and community), and teams and sport (sport interest, team interest and team geographical location). In turn, the components of athlete brand are related with on-field attributes (behavior, team, achievements, style of play and skills) and off-field attributes (physical attraction, lifestyle, personal appeal, ethnicity and entertainment). Complementarily, these components of athlete brand are proposed to have an impact on fans' loyalty towards the athlete. Implications of these findings for building and managing athlete brand are discussed, and directions for future studies are provided.http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1980-65742016000300144&lng=en&tlng=enathlete brandathlete loyaltyfansteams |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Ali Hasaan Katri Kerem Rui Biscaia Kwame J. A. Agyemang |
spellingShingle |
Ali Hasaan Katri Kerem Rui Biscaia Kwame J. A. Agyemang Athlete brand construction: A perspective based on fans' perceptions Motriz: Revista de Educacao Fisica athlete brand athlete loyalty fans teams |
author_facet |
Ali Hasaan Katri Kerem Rui Biscaia Kwame J. A. Agyemang |
author_sort |
Ali Hasaan |
title |
Athlete brand construction: A perspective based on fans' perceptions |
title_short |
Athlete brand construction: A perspective based on fans' perceptions |
title_full |
Athlete brand construction: A perspective based on fans' perceptions |
title_fullStr |
Athlete brand construction: A perspective based on fans' perceptions |
title_full_unstemmed |
Athlete brand construction: A perspective based on fans' perceptions |
title_sort |
athlete brand construction: a perspective based on fans' perceptions |
publisher |
Universidade Estadual Paulista |
series |
Motriz: Revista de Educacao Fisica |
issn |
1980-6574 |
description |
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. The antecedents are media (social media, mass media, video games and major sport events), oral communications (word of mouth, and rumors and narratives), impression management, social agents (parents, family members, friends and community), and teams and sport (sport interest, team interest and team geographical location). In turn, the components of athlete brand are related with on-field attributes (behavior, team, achievements, style of play and skills) and off-field attributes (physical attraction, lifestyle, personal appeal, ethnicity and entertainment). Complementarily, these components of athlete brand are proposed to have an impact on fans' loyalty towards the athlete. Implications of these findings for building and managing athlete brand are discussed, and directions for future studies are provided. |
topic |
athlete brand athlete loyalty fans teams |
url |
http://www.scielo.br/scielo.php?script=sci_arttext&pid=S1980-65742016000300144&lng=en&tlng=en |
work_keys_str_mv |
AT alihasaan athletebrandconstructionaperspectivebasedonfansperceptions AT katrikerem athletebrandconstructionaperspectivebasedonfansperceptions AT ruibiscaia athletebrandconstructionaperspectivebasedonfansperceptions AT kwamejaagyemang athletebrandconstructionaperspectivebasedonfansperceptions |
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