How I Perform is Not Enough: Exploring Branding Barriers Faced by Elite Female Athletes

Lobpries, Jami; Bennett, Gregg; Brison, Natasha T.

doi:10.32731/smq.271.032018.01

Cited by 31 publications

(25 citation statements)

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“…Personal branding has been recognized as an important career competence to achieve success in the contemporary work environment. The studies on personal branding have been conducted on various populations, including CEOs (Bendisch et al., 2013; Fetscherin, 2015), sportspeople (Dumont & Ots, 2020; Lobpries, Bennett, & Brison, 2018), politicians (Speed et al., 2015), journalists (Ottovordemgentschenfelde, 2017; Vallas & Christin, 2018), nurses (Trepanier & Gooch, 2014), gig workers (Gandini, 2016), and creatives (Scolere, Pruchniewska, & Duffy, 2018). Although there is also some research on nonprofessional occupational groups, such as sex workers (Cunningham et al., 2017; Phua & Caras, 2008), there is not enough evidence to claim that the concept of PBE would equally apply to those occupational groups.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Personal brand equity: Scale development and validation

Gorbatov

Khapova

Oostrom

et al. 2020

Personnel Psychology

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Crafting a personal brand has become an important factor for career success. Despite the growing literature on topics associated with personal brands, the conceptualization and measurement of personal brand equity (PBE) have received little attention. By drawing upon and integrating the marketing and careers literatures on branding, we reconceptualized the definition of PBE and delineated its dimensions and conceptual boundaries. Furthermore, we developed a 12‐item scale to measure PBE. Among seven different samples (total N = 3,273), including two samples of employees, this study tested the construct and criterion‐related validity of the PBE scale. First, exploratory and confirmatory factor analyses supported a three‐dimensional structure of PBE (brand appeal, brand differentiation, and brand recognition). In two samples, the convergent and discriminant validity of the PBE scale was established. Finally, this study showed that PBE predicts perceived employability, career success, and job performance. The PBE scale offers new opportunities to understand and measure career behaviors by considering individuals’ personal brand positioning.

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Section: Theoretical Backgroundmentioning

confidence: 99%

Personal brand equity: Scale development and validation

Gorbatov

Khapova

Oostrom

et al. 2020

Personnel Psychology

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“…Unfortunately, these cultural considerations may be attributed to social norms. In the extant literature, studies on athletes' personal branding revealed that the role of perceived social and gender norms limited female athletes from building and leveraging their brand identities (Lobpries et al , 2018; Toffoletti and Thorpe, 2018a, b). All of the female athletes in this study boldly mentioned how social expectations of their follower's contrast with the cultural law of their federations.…”

Section: Resultsmentioning

confidence: 99%

“…All of the female athletes in this study boldly mentioned how social expectations of their follower's contrast with the cultural law of their federations. For example, physical attractiveness is identified as a significant factor in branding processes (Lobpries et al , 2018); however, due to Islamic law, Iranian female athletes must cover their bodies and should not display poses that expose any sexual attraction.…”

Section: Resultsmentioning

confidence: 99%

“…However, several scholars have explored the athlete brand from this perspective. Lobpries et al (2018) pointed out that, athletes need agents “who advise them on their brand, on targeting specific audiences, and on partnering with different sponsors and events to establish brand meanings” (p. 13). Similarly, Huylebroek et al (2018) portray agents as a liaison between the athlete, the advertising company and any other third parties.…”

Section: Discussionmentioning

confidence: 99%

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Personal branding on Instagram: an examination of Iranian professional athletes

Sharifzadeh

Brison

Bennett

2021

SBM

Self Cite

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PurposeThis 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/approachUtilizing 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.FindingsTwo 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/valueThis 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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“…Additionally, organizations need to constantly monitor the CEO’s brand reputation and to communicate their positioning because the CEO as a successful human brand creates value for the organizations they represent (Bendisch et al , 2013). The key issues of an athlete’s brand image are raised by Cortsen (2013), Arai et al (2014) and Lobpries et al (2018). Other contexts that are conceptualized are that of chefs (Dion and Arnould, 2016), members of royalty, (Otnes and Maclaran, 2018) and bloggers (Erz and Christensen, 2018; Usher, 2018).…”

Section: Resultsmentioning

confidence: 99%

A thematic exploration of human brands: literature review and agenda for future research

Osorio

Centeno

Cambra‐Fierro

2020

JPBM

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Purpose The purpose of this study is threefold. First, human brands are conceptualized and the distinction between them and personal brands is established. Second, human-brand research is reviewed in light of a strategic brand management framework and gaps in the knowledge that may suggest new research pathways are identified. Third, the extent to which a brand management model designed for products could be applied to human brands is explored. Design/methodology/approach A systematic literature review was conducted in this study. The content analysis of the selected set of papers allowed the assessment of the state of this field of brand management and the identification of proposals for future research. Findings Substantial research exists on different aspects of human brands. However, these studies are fragmented in nature, thus highlighting the need for specific and complete human-brand management models. Research limitations/implications A limitation of this literature review is that it is based on a sample of papers collected by one specific criterion; furthermore, the way the papers were classified may be challenged. However, this study provides a comprehensive picture of studies on human brands available today. Originality/value A parsimonious distinction and connectivity between human and personal brands suggest a branding-by-individual continuum. Additionally, to the best of the authors’ knowledge, this study is the first identifiable one that summarizes the growing literature on human brands, reveals important gaps in the knowledge and calls for the development of particular human-brand management models.

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How I Perform is Not Enough: Exploring Branding Barriers Faced by Elite Female Athletes

Cited by 31 publications

References 0 publications

Personal brand equity: Scale development and validation

Personal brand equity: Scale development and validation

Personal branding on Instagram: an examination of Iranian professional athletes

A thematic exploration of human brands: literature review and agenda for future research

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