Exploring athlete brand image development on social media: the role of signalling through source credibility
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DOI: 10.1080/16184742.2019.1662465
Abstract: ABSTRACT Research Question: The current study examined the role of signalling and source credibility on athlete-related social media content. We examined the effect of three different posting sources on sport consumer perceptions of athlete brand… read more here.
Keywords: social media; source; content; athlete brand ... See more keywords
Developing an Athlete Brand Identity Scale using Rasch analysis
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DOI: 10.1108/sbm-09-2019-0075
Abstract: Purpose: This study identifies important dimensions of the athlete brand identity construct incorporating the athlete perspective. It also uses Rasch analysis to provide a practical tool (the Athlete Brand Identity Scale) to measure how closely… read more here.
Keywords: analysis; brand identity; brand; athlete brand ... See more keywords
Athlete brand image influence on the behavioral intentions of Generation Z
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DOI: 10.2224/sbp.9533
Abstract: We investigated the effect of athlete brand image (ABI) on Generation Z’s behavioral intentions, when controlling for congruency of advertised products. We are the first to apply the relatively new concept of ABI to the… read more here.
Keywords: behavioral intentions; generation; brand image; athlete brand ... See more keywords