Branding the elite professional athlete through use of new media and technology: an interview with Ash De Walt

Ballouli, Khalid; Hutchinson, Michael

doi:10.1504/ijev.2012.044818

Cited by 9 publications

(5 citation statements)

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“…Finally, this study found that a marketable lifestyle has a positive and significant effect on fan loyalty ( H3 ). This finding is consistent with the results of Kunkel et al (2019), Arai et al (2013), Ballouli and Hutchinson (2012), Cortsen (2013), Hasaan et al (2015, 2016 and 2016). The finding highlights that for the promotion of fan loyalty, athletes need to improve their marketable lifestyle through participating in social, charitable and cultural activities, showing acceptable behavior in the society, communicating with fans, appreciating fans and avoiding immoral and inappropriate behaviors that are contrary to the norms of the society.…”

Section: Discussionsupporting

confidence: 92%

“…Finally, relationship effort indicates that an athlete can build a well-established relationship with fans or the general public. In fact, athlete engagement with social and cultural off-field activities and media outreach is one of the ways for creating a brand, increasing brand equity and establishing positive and unique associations of athlete brand image (Ballouli and Hutchinson, 2012).…”

Section: Literature Reviewmentioning

confidence: 99%

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Testing the impact of athlete brand image attributes on fan loyalty

Mahmoudian

Boroujerdi

Mohammadi

et al. 2020

JBIM

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Purpose Athlete brand image management has become a popular topic among sport marketing scholars. This study aims to test the impacts of the attributes of an athlete brand image on fan loyalty. Design/methodology/approach In total, 500 questionnaires were delivered to university students and 472 completed questionnaires were returned. Confirmatory factor analysis was conducted to test the psychometric properties of the measures and structural equation modeling was carried out to test the hypotheses. Findings The findings of this study show that three attributes of athlete brand image (e.g. marketable lifestyle, athletic performance and attractive appearance) positively influenced fan loyalty. Research limitations/implications To increase the loyalty of fans, effective marketing strategies could be designed to create positive images of athletes with both athletes’ on-field (e.g. athletic skills, competition style and excellence in sport) and off-field performance (e.g. engagement with fans, community involvement, public relation and charity activities). Originality/value This paper provides valuable insights into the measurement of athlete brand image and fan loyalty and offers a foundation for future research on athlete brand management.

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Section: Discussionsupporting

confidence: 92%

Section: Literature Reviewmentioning

confidence: 99%

Testing the impact of athlete brand image attributes on fan loyalty

Mahmoudian

Boroujerdi

Mohammadi

et al. 2020

JBIM

View full text Add to dashboard Cite

show abstract

“…Personality characteristics is another crucial aspect of professional athletes' personal brand development, this scale includes attractive appearance, symbol and personality. The findings of this study suggest that attractive appearance is a factor affecting the personal brand of professional athletes and is correspondent with the results of the studies by Arai (15,19,26,28,29,31).…”

Section: Discussionsupporting

confidence: 91%

Designing a Model of Micro Factor Affecting Personal Brand Development for Professional Athletes with Grounded Theory Approach

et al. 2020

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Background. As a component of the sports industry, professional athletes are always faced with challenges, including injury, performance loss, etc. To overcome these problems, many famous athletes have turned to build their brands, as it enables them to create and maintain a market of customers and fans. Objectives. The purpose of this study was to use the Grounded theory approach to design a model of the micro factor affecting personal brand development for Professional athletes. Methods. The present study was an applied research with a descriptive-survey method, and a library-field data collection method. This research was a qualitative research and was carried out using the Grounded Theory method. In the present study, semi-structured interviews were used as data gathering tools. Sampling was done using judgmental sampling method and followed up to theoretical saturation, which included a total of 18 interviewees. Results. Based on the findings, after three stages of open coding, selective coding, and theoretical coding, a total of 62 concepts, 11 categories, and 4 factors were obtained that showed "Athlete's Behaviors", "Athlete's Personality Traits", "Marketable Lifestyle" and "Athletic Performance" play an important role in developing the personal brand for professional athletes. Conclusion. By identifying the factors affecting the personal brand of professional athletes, athletes, managers, and marketers can create and maintain a market for their customers and fans, achieve sustainable income and maintain reputation and popularity.

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“…the Jordan brand), research assessing the phenomenon in management, marketing and sport literature has only recently emerged (Arai et al , 2013, 2014; Carlson and Donavan, 2013; Chadwick and Burton, 2008; Kristiansen and Williams, 2015; Parmentier and Fischer, 2012; Pegoraro and Jinnah, 2012; Pokrywczynski and Brinker, 2012). The majority of athlete branding literature to date revolves around consumers’ perception of brand image (Arai et al , 2013, 2014; Carlson and Donavan, 2013), case studies from secondary analysis (Parmentier and Fischer, 2012; Pegoraro and Jinnah, 2012), and athlete brand management (Ballouli and Hutchinson, 2012). While these studies have built a base of knowledge, literature analyzing specific athlete branding processes and how these methods affect the management and marketing of athletes remains limited.…”

Section: Introductionmentioning

confidence: 99%

Mary Ann to her Ginger: comparing the extended brand identity of two elite female athletes

Lobpries¹,

Bennett

Brison

2017

IJSMS

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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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Branding the elite professional athlete through use of new media and technology: an interview with Ash De Walt

Cited by 9 publications

References 0 publications

Testing the impact of athlete brand image attributes on fan loyalty

Testing the impact of athlete brand image attributes on fan loyalty

Designing a Model of Micro Factor Affecting Personal Brand Development for Professional Athletes with Grounded Theory Approach

Mary Ann to her Ginger: comparing the extended brand identity of two elite female athletes

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