Branding athletes: Exploration and conceptualization of athlete brand image

Akiko Arai, Yong Jae Ko, Stephen Ross

Research output: Contribution to journalArticlepeer-review

166 Scopus citations


A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable lifestyle. These dimensions are defined by an athlete's on-field characteristics, attractive external appearance, and off-field marketable attributes. This study contributes to the sport branding literature by providing the first comprehensive conceptual framework of athlete brand image and offering managerial implications for building and managing the brand image of individual athletes.

Original languageEnglish (US)
Pages (from-to)97-106
Number of pages10
JournalSport Management Review
Issue number2
StatePublished - May 2014


  • Athlete
  • Brand image
  • Brand management
  • Conceptual model


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