Athlete brand image: scale development and model test

By Akiko Arai, Yong Jae Ko, K. Kaplanidou. 2013

205 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/24be505c16902c680b6463cd7cf1ff699f5f6d88

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Gender Studies

1. Thilo Kunkel
2. Sangwon Na
3. Yiran Su
4. J. Doyle

In Marketing

1. Thilo Kunkel
2. Sangwon Na
3. Yiran Su
4. Ann Marie Fiore
5. J. Doyle

In Sociology and Political Science

1. Thilo Kunkel
2. Sangwon Na
3. Yiran Su
4. Ann Marie Fiore
5. J. Doyle

Citations in the corpus

• Athlete branding via social media: examining the factors influencing consumer engagement on Instagram (2020, methodology): “This model builds on previous work by accounting for not only the type of content that an athlete may post but also for the marketing orientation of the post (Arai et al., 2013, 2014; Geurin-Eagleman & Burch, 2016; Pegoraro et al., 2018; Smith & Sanderson, 2015).”
• Sport Brands: Brand Relationships and Consumer Behavior (2020, unknown): “Most of these studies have been focused on examining components of brand equity (e.g., awareness, image) of a single entity, such as teams (e.g., Biscaia et al., 2013), leagues (e.g., Kunkel et al., 2014), or athletes (e.g., Arai, Ko, & Kaplanidou, 2013).”
• Conceptualization of a holistic brand image measure for fashion-related brands (2015, background): “cosmetics, luxury and sportswear brands); thus, increasing its usability beyond scales for very specific product types, such as the Athlete Brand Image Scale (Arai et al., 2013).”
• Exploring athlete brand image development on social media: the role of signalling through source credibility (2020, methodology): “Providing an opportunity to build on previous sport branding work, the Model of Athlete Brand Image (MABI) provides a basis to understand the components of the individual athlete-level brand (Arai et al., 2013; Arai et al., 2014).”
• The Rise of an Athlete Brand: Factors Influencing the Social Media following of Athletes (2020, unknown): “However, athlete branding should be pursued strategically and is usually built over time (Arai et al., 2013; Geurin, 2017).”