Lead by Example: An Exploration of the Athlete Brand as a Role Model

Considering the academic literature regarding athlete brands as role models is largely fragmented, the present study contributed significantly to this evolving construct and our understanding of the impact superstar athletes have on their consumers. Specifically, the central aim of this exploratory...

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Bibliographic Details
Published inSport marketing quarterly Vol. 31; no. 1; pp. 62 - 75
Main Authors Taniyev, Olzhas, Gordon, Brian S
Format Journal Article
LanguageEnglish
Published Morgantown FiT Publishing 01.03.2022
Fitness Information Technology, A Division of ICPE West Virginia University
Subjects
Athletes
Beckham, David
Brand image
Celebrities
Consumer behavior
Consumers
Marketing
Perceptions
Personal brand
Role models
Society
Sports fans
Sports management
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Summary:Considering the academic literature regarding athlete brands as role models is largely fragmented, the present study contributed significantly to this evolving construct and our understanding of the impact superstar athletes have on their consumers. Specifically, the central aim of this exploratory study was to uncover the traits of the athlete brand as a role model from the perspective of the sport consumer. Thirty-one consumers of the athlete brand were purposefully selected to participate in semi-structured interviews. The interview data revealed four prevalent themes including personal attributes, community impact, idealized parental figure, and exemplar for other athletes.
ISSN:1061-6934
1557-2528
1557-2528
DOI:10.32731/SMQ.311.0322.05