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  • Athlete brand identity, image and congruence: A systematic literature review

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    Linsner482836-Accepted.pdf (351.5Kb)
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    Accepted Manuscript (AM)
    Author(s)
    Linsner, A
    Sotiriadou, P
    Hill, B
    Hallmann, K
    Griffith University Author(s)
    Sotiriadou, Popi
    Hill, Brad A.
    Year published
    2021
    Metadata
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    Abstract
    Research interest around athlete and human branding has increased significantly over recent years, however gaps are evident in terms of cohesive strategic direction and consensus around important issues. This study aims to address those gaps and determine a strategic direction for future research by providing an in-depth systematic literature review of existing material on athlete branding. A total of 63 articles published in 27 academic journals between 1999 and 2019 were analysed, revealing research on athlete branding had predominantly focused on brand image from the consumer perspective. Few studies investigated strategic ...
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    Research interest around athlete and human branding has increased significantly over recent years, however gaps are evident in terms of cohesive strategic direction and consensus around important issues. This study aims to address those gaps and determine a strategic direction for future research by providing an in-depth systematic literature review of existing material on athlete branding. A total of 63 articles published in 27 academic journals between 1999 and 2019 were analysed, revealing research on athlete branding had predominantly focused on brand image from the consumer perspective. Few studies investigated strategic athlete brand building and the importance of brand identity creation from the brand manager (athlete) perspective. Study findings highlight the importance of brand congruence as the synergy between athlete brand identity and athlete brand image. This research establishes foundations to inform development of strategic direction, guide future research and be the catalyst for new and innovative projects around athlete brand management.
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    Journal Title
    International Journal of Sport Management and Marketing
    Volume
    21
    Issue
    1-2
    DOI
    https://doi.org/10.1504/IJSMM.2021.114166
    Copyright Statement
    © 2021 Inderscience Publishers. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
    Subject
    Sports science and exercise
    Commercial services
    Marketing
    Strategy, management and organisational behaviour
    Publication URI
    http://hdl.handle.net/10072/404097
    Collection
    • Journal articles

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