Purpose The purpose of this paper is to examine the relationships among an individual
athlete's brand equity, overall spectator satisfaction at sporting events and behavioral …

While athletes have been building and leveraging their brands for many years by
introducing brand extensions, research on sport brand extensions has primarily focused on …

Prior research on social media influencers (SMIs) often examined questions such as their
model of communication with followers, ethical concerns, motivations, and ways of gaining …

Purpose Storytelling has long been a popular strategy in marketing. Despite its ubiquity, the
influence of storytelling in the sport marketing literature has not been investigated, especially …

Purpose Despite its growth, there has been a lack of investigation on how sport rebranding
influences fans and their behaviors. This study sought to examine how a critical aspect of …

Purpose This study aims to explore the use of consumer-generated online product reviews
as a source of brand associations in a sport setting. Design/methodology/approach A total of …

This article explored how a renowned LPGA golfer, Suzann Pettersen, has built and
leveraged her personal brand. Using the athlete brand-equity model as the theoretical …

While previous studies in sport branding have advanced our knowledge about building and
managing strong brands, most have focused on sport teams. As an extension of recent …

Purpose This study investigates the personal branding strategies utilized by Iranian
professional athletes. It also examines the challenges these athletes face in attempting to …

Previous research has examined how athletes present themselves on social media, and the
role that athletes play in sponsorships and endorsements. The current investigation, though …