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1 – 10 of over 2000Ali Hasaan, Adele Berndt and Mücahit Fişne
The increased importance of sports and athlete brands highlights the need for athletes to pay attention to branding as it has positive impacts. As athletes, Muslim women have not…
Abstract
Purpose
The increased importance of sports and athlete brands highlights the need for athletes to pay attention to branding as it has positive impacts. As athletes, Muslim women have not succeeded in building their brands. This study aims to understand the branding challenges facing Muslim female athletes and how to overcome them.
Design/methodology/approach
These branding obstacles and guidelines were explored using qualitative methods – specifically semi-structured interviews with Muslim female athletes and focus groups with experts. Data were analysed using open and axial coding to identify the codes.
Findings
The study identifies three major obstacles to branding by Muslim female athletes. Self-related obstacles, such as knowledge of brand building, social media, personal pressure and a lack of role models, impact the brand-building decision. Social-related (family and society) and sport-related obstacles (participation as women and as Muslims) further complicate this task. Experts provide additional insights regarding these obstacles, suggesting strategies to overcome them.
Research limitations/implications
The research focuses on athletes from one geographical area and has limitations associated with using qualitative methods.
Practical implications
The study suggests how self-, social- and sport-related obstacles are faced by athletes. It provides suggestions for federations, sports codes and other stakeholders to support athletes to overcome these barriers.
Originality/value
This study expands the understanding of the struggles Muslim women face in building their brands as part of an under-represented group.
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Zahra Sharifzadeh, Natasha T. Brison and Gregg Bennett
This study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to create a…
Abstract
Purpose
This study investigates the personal branding strategies utilized by Iranian professional athletes. It also examines the challenges these athletes face in attempting to create a personal brand. For example, unlike their global counterparts, Iranian athletes’ access to social media is limited to only Instagram, due to a ban in Iran on the use of Facebook and Twitter. This specific situation provides unique opportunities and interactions in the personal branding process.
Design/methodology/approach
Utilizing a criterion purposive sample of Iranian professional athletes, the authors conducted in-depth, semi-structured interviews to understand the branding strategies and challenges of these athletes.
Findings
Two categories (branding strategies and cultural/societal challenges), along with Six themes emerged. The categories were derived based on the literature review and the subsequent research questions.
Originality/value
This paper provides valuable information on challenges and opportunities for athletes' personal branding from international perspectives. Also, the results of the study broaden our understanding of how athletes' personal branding can function in different countries and contexts. Findings will provide governing bodies and sport marketers have a better understanding of athletes' social media usage.
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Annika Linsner, Brad Hill, Kirstin Hallmann and Popi Sotiriadou
This study identifies important dimensions of the athlete brand identity construct incorporating the athlete perspective. It also uses Rasch analysis to provide a practical tool…
Abstract
Purpose
This study identifies important dimensions of the athlete brand identity construct incorporating the athlete perspective. It also uses Rasch analysis to provide a practical tool (the Athlete Brand Identity Scale) to measure how closely an athlete's personal brand identity is aligned with their perceived brand image.
Design/methodology/approach
Reference to existing athlete branding measurement tools and consultation with ten athlete experts generated (74) items considered important to an athlete brand. Two different response scales were then used to test those items in wider surveys of athletes and consumers. This allowed for further scale development and measurement of congruence between an athlete's self-image and the brand image held by consumers (within the same survey). Factor analysis and Rasch analysis were carried out to refine the item pool and assess item measurement properties to establish a concise scale for determining athlete brand identity.
Findings
Results show successful identification of four dimensions of athlete brand identity measurement: athletic integrity, athletic success, fan engagement and character traits, informed development of the Athlete Brand Identity Scale (ABIdS). The unique and significant aspect of the ABIdS is its capacity to incorporate the athlete's perspective into brand management.
Practical implications
The ABIdS can be utilised by early-career athletes to plan and prioritise branding efforts whilst established athletes can identify incongruence between self-image and consumer perceptions. Such gaps can be evaluated and branding activities modified accordingly. This will enable athletes to better access corporate support/sponsorship thereby reducing reliance on public funds.
Originality/value
The major difference between the ABIdS and other existing scales in the athlete brand research domain is the focus on the athlete perspective, as opposed to the consumer perspectives. Evaluating consumer perspectives does not explain how athletes perceive their own brand or how their own perception of their brand compares to that of people external to the brand (fans and consumers). The ABIdS developed in this study has the potential to achieve this objective as its design was driven by athlete perceptions but tested on both athletes and consumers.
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Jami Lobpries, Gregg Bennett and Natasha Brison
The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand…
Abstract
Purpose
The purpose of this paper is to compare the extended brand identities of two elite female athletes. Specifically, this exploratory case study assessed the extended brand identities of Jennie Finch and Cat Osterman, two iconic female softball athlete brands.
Design/methodology/approach
Through the qualitative analysis of individual in-depth, semi-structured interviews, various documents, and social media, data revealed themes associated with positioning, personality, and presentation of the female athlete brands.
Findings
Theoretically, the themes provide empirical support for existing brand identity frameworks.
Practical implications
Practically, findings provide evidence for defining an athlete’s extended brand identity that can serve as the foundation for branding efforts that generate long-term value during and after their sport careers.
Originality/value
This case study adds to the extant literature on athlete branding and offers practical content for marketers seeking to brand female athletes.
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The purpose of this article is to investigate sports branding at the personal level by focusing on the evolvement, growth and sustainability of the ANNIKA BRAND – an extension of…
Abstract
Purpose
The purpose of this article is to investigate sports branding at the personal level by focusing on the evolvement, growth and sustainability of the ANNIKA BRAND – an extension of Annika Sörenstam's success on golf courses worldwide.
Design/methodology/approach
A qualitative case study method inspired by “symbolic interactionist” aspects and focusing on Annika Sörenstam's commercial success with personal sports branding and its interdependence with sports branding at the product and corporate levels. Data collection was conducted in accordance with interpretative research traditions and hence based on qualitative semi‐ structured research interviews.
Findings
The “hybrid” nature of sports brands draws highly on “emotional capital” and “social currency”. Personal sports branding acts as a “hybrid”, which facilitates “hybrid” branding relationships between personal sports brands and sports brands at the product and corporate levels – often underlining good ROIs for all involved parties if the sports branding process is executed well strategically. This article presents personal sports branding as a hybrid phenomenon, which is dynamic by heart and part of a well‐coordinated process engaging several partners.
Practical implications
The practices and activities of the ANNIKA BRAND is a showcase for sports branding practitioners thinking about sustainable business models.
Originality/value
This paper is unique in offering a roadmap for how personal sport stars may approach brand development and growth while discussing key points of the interdependence between sports brands at the personal, product and corporate levels.
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Antonio Williams and Zack Paul Pedersen
Branded merchandise and licensed apparel comprise a substantial portion of revenue for many organizations and public figures that choose to employ such an endeavor. Endorsement…
Abstract
Purpose
Branded merchandise and licensed apparel comprise a substantial portion of revenue for many organizations and public figures that choose to employ such an endeavor. Endorsement deals with apparel manufacturers have historically been utilized for athletes looking to supplement their salaries and establish greater brand awareness. However, as some athletes establish ownership of their logo and become less reliant on companies such as Nike and Adidas for merchandise distribution, assessing the influence of various entity's logos on the athlete brand has become worthy of analysis. Therefore, this study aimed to investigate the influence that cobranded merchandise has on consumers when the athlete logo is displayed next to another team or manufacturer logo.
Design/methodology/approach
Using an online panel and survey, a final sample of 127 participants completed a questionnaire to examine their attitudes towards various athlete brand elements. ANCOVA's and MANCOVA's were utilized to assess significant findings, holding the variable of identification constant.
Findings
The results revealed that only the perceptions of merchandise quality significantly varied between an athlete brand and an apparel manufacturer (i.e. Nike) co-brand. The findings indicate that athletes should look to co-brand with high brand awareness manufacturers, and that there is no significant difference between consumers' perceptions of athlete brands when co-branding with team brands.
Originality/value
This is one of the first studies to evaluate the relationship between the athlete brand and external entities from a consumer perspective.
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Olzhas Taniyev and Brian S. Gordon
The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes.
Abstract
Purpose
The purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes.
Design/methodology/approach
In total, 14 sport consumers, who demonstrated an in-depth knowledge of throwback branding tactics and expertise in athlete brand promotion, participated in in-depth semi-structured interviews.
Findings
The findings indicate there are three prevalent themes across the present data (i.e. epoch epitome, athlete-team connection and off-the-field persona).
Originality/value
While the proliferation of throwback merchandise and affinity for brands of retired athletes is evident, the internalization of associations related to retired athletes has escaped empirical investigation. Numerous questions concerning how specific facets of a retired athlete’s image (e.g. athletic skills or life off the field) activate nostalgic feelings, drive consumer loyalty and establish market permanence remain unanswered. The current study contributes to the understanding of the brand image of the retired athlete and the existing literature concerning athlete branding.
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Yonghwan Chang, Yong Jae Ko, Asli Tasci, Akiko Arai and Taehee Kim
Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in global…
Abstract
Marketers worldwide consider athlete endorsement a highly effective promotional tool. However, little is known about consumers' responses towards athlete endorsement in global markets - particularly the bi-directional image transfer mechanism. This study examines the image match between athlete endorsers and products using a three-dimensional visual map and comparing image perceptions towards athlete endorsements among respondent groups from Japan, Korea and the United States during the 2010 FIFA World Cup. The results show that image perceptions of selected athlete endorsers, endorsed products and their match are significantly different in these markets.
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Andriana Johnson, Natasha T. Brison, Hailey A. Harris and Katie M. Brown
Guided by self-presentation theory and social role theory, this study examines the different strategies elite female athletes used in personal branding on social media before and…
Abstract
Purpose
Guided by self-presentation theory and social role theory, this study examines the different strategies elite female athletes used in personal branding on social media before and after becoming mothers. Scholars have investigated the authenticity of female athletes’ frontstage versus backstage representation on social media for branding purposes, but this study further expands on existing literature to review how female athletes would present themselves in the same realm once entering motherhood.
Design/methodology/approach
Through a content analysis, researchers evaluated whether there was a shift in three elite female athletes’ (Serena Williams, Allyson Felix and Skylar Diggins Smith) Instagram posts and captions one year before their pregnancy and one year after motherhood. A total of 732 posts were examined and were organized into six main categories: athletic, professional, promotional, personal, motherhood and dual identity.
Findings
Results revealed there was a difference in the self-presentation strategies used by the three female athletes on their social media pages. Specifically, the researchers confirmed the presence of a combined role of athlete and mother.
Originality/value
The findings support existing literature on the importance and the challenges of “balancing” a third identity of blending being both a mother and elite athlete as one. Yet, the findings challenge the previous notion that women cannot continue to perform at an elite level and manage the expectations that society institutes of being a “good mother.”
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Over the past two decades the subject and growth of social media has been exponential, along with its relevance to the sport marketing industry. The purpose of this paper is to…
Abstract
Purpose
Over the past two decades the subject and growth of social media has been exponential, along with its relevance to the sport marketing industry. The purpose of this paper is to investigate the strategic usage of social networking websites to develop the concept of a personal brand by international rugby union players.
Design/methodology/approach
This study was embedded within an interpretivist paradigm that allowed the qualitative examination of the way international rugby players use social networking sites. The primary data collection method involved ten semi-structured interviews and was triangulated with secondary sources which involved visiting the three social networking sites utilised by all the players (Facebook, Twitter and Instagram).
Findings
The research analysis revealed personal branding themes that can be classified according to the following mnemonic: personality, exposure, response, follow, endorse, consistent, and target audience (PERFECT).
Research limitations/implications
This study has focused entirely upon international rugby union players; therefore no claim is made for generalisability to other contexts. A potential area for future research lies in replicating this study in different sport settings in order to identify whether the identified contextual factors also play a role outside of international rugby union and for different gender, playing-level or social media categories.
Practical implications
This study has reinforced that, within “real-life” social networking contexts, the development of an online profile can help create differentiation for players in a highly competitive market, especially if they share similar “sporting” characteristics with colleagues or other athletes. This research highlights that the utilisation of social networks by sports athletes has to become part of a strategic marketing approach.
Originality/value
The author draws attention to the theoretical position based on the PERFECT mnemonic offering sports athletes a framework to develop a successful online branding strategy. The central premise is based on emphasising uniqueness and distinction to offer a competitive advantage by delivering added value throughout various communications.
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