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 language||English (US)|
|Number of pages||10|
|Journal||Sport Management Review|
|State||Published - May 2014|
- Brand image
- Brand management
- Conceptual model