promoting

marketing 04.09.2019
 marketing Dissertation

Sport Management Assessment 17 (2014) 97–106

Items lists offered at SciVerse ScienceDirect

Sport Administration Review

diary homepage: www.elsevier.com/locate/smr

Branding players: Exploration and conceptualization of

athlete company image

Akiko Arai a, Yong Jae Ko a, *, Stephen Ross m

a

m

University of Florida, Usa

University of Minnesota, Us

A R T We C D E I actually N F O

A B T T R A C T

Article history:

Received 21 12 , 2011

Received in revised form twenty six April 2013

Accepted twenty seven April 2013

Available online 13 June 2013

In this examine, the current problems of sportsperson brand administration are discussed and the construct of athlete brand picture is conceptualized. A conceptual model of sportsperson brand photo (MABI) can be developed incorporating three important dimensions: athletic performance, eye-catching appearance, and marketable way of living. These measurements are defined by an athlete's on-field characteristics, attractive external presence, and off-field marketable characteristics. This examine contributes to the activity branding literary works by providing the first complete conceptual framework of sportsperson brand image and providing managerial effects for building and controlling the brand picture of individual sports athletes. ß 2013 Sport Managing Association of Australia and New Zealand. Published by simply Elsevier Ltd. All privileges reserved.

Keywords:

Athlete

Manufacturer management

Brand image

Conceptual model

1 . Introduction

Lately, many sports athletes have been growing their influence beyond their very own sport by simply getting involved in a variety of social activities and businesses. In light of recent media traditions, those sportsmen are considered ‘‘a social signal, carrying cultural meanings and ideological beliefs, which exhibit the intimacies of individuality, inviting desire and identification; an emblem of nationwide celebrity, founded on the body, fashion and personal style'' (Gledhill, 1991, p. xiii). The concept of ‘athlete brand' has emerged using their multi-functional and multi-platform mother nature. Athletes are believed not only because vehicles pertaining to advertisements or product endorsement, but as well as ethnic products which can be sold as ‘‘brands'' (Gilchrist, 2005). In fact , there are numerous sport agencies at present in existence which provide a vast range of client level services. Through this highly competitive industry, controlling brands intended for athletes is becoming an essential job for real estate agents (IBIS Globe Industry studies, 2008). For example , IMG, the world's major sport agency announced their particular mission affirmation as ‘‘Today, we help hundreds of top-notch athletes, mentors, industry management and exclusive sports organizations maximize their particular earnings potential and build strong personal brands'' (IMG, and. d. ). The brand management for players has grown in importance because the concept of logos is suitable for athletes because products. Previous branding studies have written about positive consequences of good branding including: influencing the probability of brand choice, readiness to pay premium selling price, marketing communication effectiveness, and promotion of positive person to person (Aaker, mil novecentos e noventa e seis; Berry, 2k; Keller, 1993; Rein, Kotler, & Glasses, 2006a). These types of benefits can also be highly applicable to individual athletes, with well-branded sportsmen attaining value premiums on the salary, copy fees, deal monies, and the ability to keep fan support even when their particular performance features declined (Gladden & Funk, 2001). Well-branded athletes whom carry representational messages may attract companies seeking effective endorsers. Furthermore, the

* Corresponding publisher. Tel.: plus1 352 392 4042; fax: +1 352 392 7588. E-mail treat: [email protected]fl. edu (Y. M. Ko).

1441-3523/$ – see front subject ß 2013 Sport Administration Association of Australia and New Zealand. Published simply by Elsevier Ltd. All privileges reserved. http://dx.doi.org/10.1016/j.smr.2013.04.003

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A. Arai ainsi que al. as well as Sport Supervision Review 18 (2014) 97–106

established manufacturer value of...

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