Athlete brand construction: A perspective based on fans' perceptions
Motriz rev. educ. fís. (Impr.)
; 22(3): 144-159, July-Sept. 2016. tab, graf
Artigo
em Inglês
| LILACS
| ID: lil-789094
Biblioteca responsável:
BR33.1
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
Texto completo:
Disponível
Coleções:
Bases de dados internacionais
Base de dados:
LILACS
Assunto principal:
Esportes
/
Marketing Social
/
Desempenho Atlético
/
Atletas
Tipo de estudo:
Pesquisa qualitativa
Limite:
Humanos
Idioma:
Inglês
Revista:
Motriz rev. educ. fís. (Impr.)
Assunto da revista:
Educação Física
/
Medicina Esportiva
/
MEDICINA FISICA E REABILITACAO
Ano de publicação:
2016
Tipo de documento:
Artigo
País de afiliação:
Estônia
Instituição/País de afiliação:
Estonian Business School/EE