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The Brand of an Athlete - Reconsidering Its Dimensions

Author

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  • Mihaela Constantinescu

    (The Bucharest University of Economic Studies)

Abstract

In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandising, training and coaching services, broadcasting, etc.), the branding process requires a very dedicated approach in terms of product’s characteristics, customer profile and market particularities. This article presents the branding process of an athlete, considering a transition from the classical model to a more sophisticated one, in which the brand dimensions are adapted to the nowadays importance of social media and social interactions. Before presenting the results of a qualitative research on Romanian athletes’ image, the article will highlight the usefulness of measuring athlete brand image both for the athlete and the sponsor/endorser.

Suggested Citation

  • Mihaela Constantinescu, 2016. "The Brand of an Athlete - Reconsidering Its Dimensions," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 354-363, September.
    • Handle: RePEc:aes:jetimm:v:1:y:2016:i:1:p:354-363
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    More about this item

    Keywords

    Brand; athlete; sports marketing.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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