Athlete brand construction: A perspective based on fans' perceptions

• Main Authors: Ali Hasaan (Author), Katri Kerem (Author), Rui Biscaia (Author), Kwame J. A. Agyemang (Author)
• פורמט: ספר
• יצא לאור: Universidade Estadual Paulista (UNESP).
• נושאים: article
• גישה מקוונת: Connect to this object online.

Abstract The purpose of this study was to develop a framework for understanding the antecedents and components of athlete brand. Based on a set of 21 interviews conducted in three different countries, a detailed framework is proposed including five antecedents and two components of athlete brand. Th...