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

Purpose The central objective is to determine the main components of a brand that become
a “beloved” brand in the minds of consumers applied to football teams. Design/methodology …

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 …

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 …

In 2011, the Football Association (FA), the national governing body of football in England,
launched the first semi-professional league for women. The inception of the FA Women's …

ABSTRACT Research Question We aimed to explore consumers' perceptions of two athletes
and athletes' engagements in social and political advocacy. Research Methods We …

Considering the academic literature regarding athlete brands as role models is largely
fragmented, the present study contributed significantly to this evolving construct and our …

Digital engagement platforms empower human brands by enabling them to directly interact
with various actors. Human brands, especially athlete brands, are about to outperform …

The rise of women's sports has attracted a growing number of fans, and Instagram has
emerged as the most popular platform for sports enthusiasts. To better understand the …