Branding athletes: Exploration and conceptualization of athlete brand image

By Akiko Arai, Yong Jae Ko, S. Ross. 2014

282 citations recorded by the source corpus.

Subfields: Gender Studies, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/9406ab41f96889a5f01df2c21fc21a98702ee2ab

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Citations in the corpus

The Rise of an Athlete Brand: Factors Influencing the Social Media following of Athletes (2020, unknown): “For example, the attention directed toward athletes and the associations linked to their brands are shaped by both on-field and offfield characteristics (Arai et al., 2014).”
Elite Female Athletes’ Perceptions of New Media Use Relating to Their Careers: A Qualitative Analysis (2017, background): “…an advertising showcase in which athletes are shown as brands in all their magnitude” (p. 296), and this notion of athletes as brands was echoed by Arai, Ko, and Ross (2014), who coined the term “athlete brand,” which they defined as “a public persona of an individual athlete who has…”
Exploring athlete brand image development on social media: the role of signalling through source credibility (2020, background): “…focused on understanding the branding of leagues (e.g. Kunkel, Funk, & King, 2014) and teams (e.g. Bauer, Stokburger-Sauer, & Exler, 2008; Kunkel, Doyle, Funk, Du, & McDonald, 2016) and recently started to investigate the individual athlete level (Arai et al., 2014; Arai, Ko, & Kaplanidou, 2013).”
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).”
The Impact of Celebrity Endorsement on Consumer Purchase Intention: An Emerging Market Perspective (2019, background): “The extant literature suggests that the consumer’s intention to purchase is mostly reinforced by celebrity endorsement (Arai et al., 2014; Hollensen & Schimmelpfennig, 2013; Sääksjärvi et al., 2016). Liu et al. (2007) found that the attractiveness of”