The Brand of an Athlete - Reconsidering Its Dimensions

Mihaela Constantinescu ()
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Mihaela Constantinescu: The Bucharest University of Economic Studies

Journal of Emerging Trends in Marketing and Management, 2016, vol. 1, issue 1, 354-363

Abstract: In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandising, training and coaching services, broadcasting, etc.), the branding process requires a very dedicated approach in terms of product’s characteristics, customer profile and market particularities. This article presents the branding process of an athlete, considering a transition from the classical model to a more sophisticated one, in which the brand dimensions are adapted to the nowadays importance of social media and social interactions. Before presenting the results of a qualitative research on Romanian athletes’ image, the article will highlight the usefulness of measuring athlete brand image both for the athlete and the sponsor/endorser.

Keywords: Brand; athlete; sports marketing. (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2016:i:1:p:354-363

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