UNDERSTANDING THE DIMENSIONS OF ATHLETE BRAND AUTHENTICITY
The management of an athlete brand is challengingdue to the complex nature of athlete career and life. Striving to maintain brand authenticity will promote long-term sustainability of the brand. The purpose of the study is to determine possible factors that contribute to athlete brand authenticityan...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Costa Rica
2021-11-01
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| Series: | Pensar en Movimiento: Revista de Ciencias del Ejercicio y la Salud |
| Subjects: | |
| Online Access: | https://revistas.ucr.ac.cr/index.php/pem/article/view/47119/49419 |
| _version_ | 1797351858702909440 |
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| author | Ali Hasaan Mücahit Fişne |
| author_facet | Ali Hasaan Mücahit Fişne |
| author_sort | Ali Hasaan |
| collection | DOAJ |
| description | The management of an athlete brand is challengingdue to the complex nature of athlete career and life. Striving to maintain brand authenticity will promote long-term sustainability of the brand. The purpose of the study is to determine possible factors that contribute to athlete brand authenticityand help athletes to develop their brand more authentically. To understand the concept of athlete brand authenticity, a systematic literature review was conducted on various electronic databases. The study opted the five-step stages of the framework for this systematic review. A total of 76 attributes were identified from past studies that analyzed the attributes of brand authenticity for various brands. After merging interrelated attributes, the final number of unique attributes was 23. These attributes were distributed among three major themes: on-field activities, off-field activities and marketing activitiesof an athlete. The study finds brand authenticity to be a multi-dimensional and complex process that endures for longer extensive periods of an athlete’s career. The current study also highlights the complications related to an athlete brand that occur when establishing athlete brand authenticity. Therefore, this study provides an opportunity to refine athlete brand authenticity further within the discussed domains. |
| first_indexed | 2024-03-08T13:06:38Z |
| format | Article |
| id | doaj.art-df6b73506a284ee8ba452c379a1537cb |
| institution | Directory Open Access Journal |
| issn | 1659-4436 |
| language | English |
| last_indexed | 2024-03-08T13:06:38Z |
| publishDate | 2021-11-01 |
| publisher | Universidad de Costa Rica |
| record_format | Article |
| series | Pensar en Movimiento: Revista de Ciencias del Ejercicio y la Salud |
| spelling | doaj.art-df6b73506a284ee8ba452c379a1537cb2024-01-18T17:54:22ZengUniversidad de Costa RicaPensar en Movimiento: Revista de Ciencias del Ejercicio y la Salud1659-44362021-11-01192e4711910.15517/pensarmov.v19i2.47119UNDERSTANDING THE DIMENSIONS OF ATHLETE BRAND AUTHENTICITYAli Hasaan0https://orcid.org/0000-0003-3202-2186Mücahit Fişne1https://orcid.org/0000-0002-3964-874XInstitute of Research & Advanced Studies, Multan, PakistánSivas Cumhuriyet University, Sivas, TurkeyThe management of an athlete brand is challengingdue to the complex nature of athlete career and life. Striving to maintain brand authenticity will promote long-term sustainability of the brand. The purpose of the study is to determine possible factors that contribute to athlete brand authenticityand help athletes to develop their brand more authentically. To understand the concept of athlete brand authenticity, a systematic literature review was conducted on various electronic databases. The study opted the five-step stages of the framework for this systematic review. A total of 76 attributes were identified from past studies that analyzed the attributes of brand authenticity for various brands. After merging interrelated attributes, the final number of unique attributes was 23. These attributes were distributed among three major themes: on-field activities, off-field activities and marketing activitiesof an athlete. The study finds brand authenticity to be a multi-dimensional and complex process that endures for longer extensive periods of an athlete’s career. The current study also highlights the complications related to an athlete brand that occur when establishing athlete brand authenticity. Therefore, this study provides an opportunity to refine athlete brand authenticity further within the discussed domains. https://revistas.ucr.ac.cr/index.php/pem/article/view/47119/49419brandingathletessports managementathlete brand |
| spellingShingle | Ali Hasaan Mücahit Fişne UNDERSTANDING THE DIMENSIONS OF ATHLETE BRAND AUTHENTICITY Pensar en Movimiento: Revista de Ciencias del Ejercicio y la Salud branding athletes sports management athlete brand |
| title | UNDERSTANDING THE DIMENSIONS OF ATHLETE BRAND AUTHENTICITY |
| title_full | UNDERSTANDING THE DIMENSIONS OF ATHLETE BRAND AUTHENTICITY |
| title_fullStr | UNDERSTANDING THE DIMENSIONS OF ATHLETE BRAND AUTHENTICITY |
| title_full_unstemmed | UNDERSTANDING THE DIMENSIONS OF ATHLETE BRAND AUTHENTICITY |
| title_short | UNDERSTANDING THE DIMENSIONS OF ATHLETE BRAND AUTHENTICITY |
| title_sort | understanding the dimensions of athlete brand authenticity |
| topic | branding athletes sports management athlete brand |
| url | https://revistas.ucr.ac.cr/index.php/pem/article/view/47119/49419 |
| work_keys_str_mv | AT alihasaan understandingthedimensionsofathletebrandauthenticity AT mucahitfisne understandingthedimensionsofathletebrandauthenticity |