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Testing the impact of athlete brand image attributes on fan loyalty
journal contribution
posted on 2020-06-03, 14:43 authored by Abed Mahmoudian, Saeed Sadeghi Boroujerdi, Sardar Mohammadi, Vahid Delshab, Do Young PyunDo Young PyunAbstract
Purpose - Athlete brand image management has become a popular topic among sport marketing scholars. The present study aimed to test the impacts the attributes of athlete brand image on fan loyalty.
Methodology – 500 questionnaires were delivered to university students and 472 completed questionnaires were returned. Confirmatory factor analysis was conducted to test the psychometric properties of the measures, and structural equation modeling was carried out to test the hypotheses.
Findings - Findings of this study show that three attributes of athlete brand image (e.g., marketable lifestyle, athletic performance, and attractive appearance) positively influenced fan loyalty.
Implications - To increase the loyalty of fans, effective marketing strategies could be designed to create positive images of athletes with both athletes’ on-field (e.g., athletic skills, competition style, and excellence in sport) and off-field performance (e.g., engagement with fans, community involvement, public relation, and charity activities).
Originality - This paper provides valuable insights into the measurement of athlete brand image and fan loyalty and offers a foundation for future research on athlete brand management.
History
School
- Sport, Exercise and Health Sciences
Published in
Journal of Business and Industrial MarketingVolume
36Issue
2Pages
244 - 255Publisher
EmeraldVersion
- AM (Accepted Manuscript)
Rights holder
© Emerald Publishing LimitedPublisher statement
This paper was accepted for publication in the journal Journal of Business and Industrial Marketing and the definitive published version is available at https://doi.org/10.1108/JBIM-10-2019-0464.Acceptance date
2020-06-02Publication date
2020-07-15Copyright date
2020ISSN
0885-8624Publisher version
Language
- en
Depositor
Dr Do Young Pyun Deposit date: 3 June 2020Usage metrics
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