Despite consistent interest in sport brands and the multitude of brands in the sport
ecosystem, extant knowledge remains fragmented and unstructured. The purpose of this …

ABSTRACT Research Question: The current study examined the role of signalling and
source credibility on athlete-related social media content. We examined the effect of three …

One of the most valuable assets a sport entity possesses is its brand. However, existing
sport branding research has largely examined brands at an individual level and not taken …

Athlete brands exist within a network of brand relationships. Thus, considering the joint
influences of related brands at different levels (league, team, and athlete) is essential for …

Purpose This paper aims to examine the antecedents of brand passion and brand
community commitment, namely, self-congruity and athlete attraction, as well as their effects …

Research interest around athlete and human branding has increased significantly over
recent years, however gaps are evident in terms of cohesive strategic direction and …

This research explored the role of athlete on-and off-field brand image on consumer
commitment toward the athlete and associated team, preference by the athlete's sponsor …

US professional athletes increasingly have engaged in athlete activism. Such actions have
elicited a wide range of responses from sport fans, calling into question whether an athlete's …

The purpose of this study was to present a framework to aid understanding athlete brand life
cycle and how to extend it. A thorough review of the literature was conducted to create the …

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 …