Branding athletes: Exploration and conceptualization of athlete brand image

Highlights

•	The current issues of athlete brand management are discussed.
•	The study provides a theoretical understanding of athlete brand image.
•	A conceptual model of athlete brand image (MABI) is developed.
•	The model identifies key dimensions of athlete brand image.

Abstract

In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. 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.

Keywords:

• Athlete
• Brand management
• Brand image
• Conceptual model

Acknowledgements

The authors are indebted to thank many people who gave an inspiration, time and knowledge to the study including Dr. Kyriaki Kaplanidou, Dr. James Zhang, and Mr. Kang Jung Won. The authors have spent a lot of time on crystallizing this idea of athlete brand image since they presented their initial idea at the conference. Therefore, hope that readers can enjoy this work as well as find it informative.