ABSTRACT Research Question: Social media platforms provide opportunities for athletes to
promote their personal brands and attract engagement from consumers. Through this …

Research question The study aims to explore agents' motives and strategies in presenting
elite athletes with disabilities (EAwD). Research methods Utilising a phenomenological …

The purpose of this study was to investigate the branding strategies of professional athletes.
While recent research has emphasised the importance of branding individual athletes …

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 …

Previous scholarship in entrepreneurship and sport management has highlighted their
symbiotic nature. The degree to which sport is embedded in society makes it an ideal …

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

Purpose The purpose of this paper is to compare the extended brand identities of two elite
female athletes. Specifically, this exploratory case study assessed the extended brand …

The purpose of this study was to use the Grounded theory approach to design a personal
brand development model for professional athletes of Iran. Based on the research …

Professional wrestling has changed significantly over time, where the lines between fiction
and reality have become increasingly intertwined. The days of keeping 'kayfabe'have made …

Sport reflects the values, beliefs, and power structures embedded within the societies where
they are practiced. Within the United States (US), White racism is foundational to the …