Volume 13, Issue 26 (12-2023)
JRSM 2023, 13(26): 123-140 |
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Shahhosseini A, Sajadi S N, Rajabi H. Identifying The Effective Factors Of Personal Branding In Individual Sport Athletes. JRSM 2023; 13 (26) :123-140
URL: http://jrsm.khu.ac.ir/article-1-3245-en.html
URL: http://jrsm.khu.ac.ir/article-1-3245-en.html
1- University of Tehran
2- Professor of Sport Management, University of Tehran, Tehran, Iran.
3- Assistant Professor of Sport Management, Kish, International Campus, University of Tehran, Kish, Iran. , horajabi@ut.ac.ir
2- Professor of Sport Management, University of Tehran, Tehran, Iran.
3- Assistant Professor of Sport Management, Kish, International Campus, University of Tehran, Kish, Iran. , horajabi@ut.ac.ir
Abstract: (3186 Views)
The purpose of the present research was to identify the factors influencing personal branding for individual athletes. The research method was qualitative approach. The statistical population of the research includes 18 prominent athletes who are national and international champions and sports marketing experts. The sampling method was purposive. The data collection tool was in-depth and semi-structured interviews. Data analysis was done in MaxQDA software version 2020. 136 primary propositions with a total frequency of 247 and with 3 main categories (environmental factors, individual characteristics of athletes, performance characteristics) and 8 subcategories (mass media, social factors, management factors, economic conditions, individual personality characteristics, social responsibilities, social skills) were calculated as effective indicators on personal branding in individual athletes. The results showed that athletes pay more attention to environmental factors, especially mass media, to improve their personal brand as much as possible and manage it better. Also, officials should consider managerial factors such as the budget allocated to the sports field, Comprehensive planning in order to promote athletes, monitor the behavior and relationships of athletes and the existence of legal infrastructure that affects the brand of athletes.
Keywords: Sport Marketing, Personal Branding, Athlete Branding, Brand Strategy, Professional Athletes
Type of Study: Research |
Subject:
sport management
Received: 2023/05/29 | Accepted: 2023/12/10 | ePublished ahead of print: 2023/12/10 | Published: 2023/12/29
Received: 2023/05/29 | Accepted: 2023/12/10 | ePublished ahead of print: 2023/12/10 | Published: 2023/12/29
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34. Huttunen H. Personal Branding of Athletes: Examining the factors influencing the personal brand equity of an athlete on social media. 2021.
35. Arai A, Ko YJ, Kaplanidou K. Athlete brand image: Scale development and model test. European Sport Management Quarterly. 2013 Sep 1;13(4):383-403. [DOI:10.1080/16184742.2013.811609]
36. Milovanovic S, Baltezarevic B, Milovanovic N. Personal branding through leadership. International Review. 2015: 3-4. [DOI:10.5937/intrev1504075M]
37. Labrecque LI, Markos E, Milne GR. Online personal branding: Processes, challenges, and implications. Journal of interactive marketing. 2011 Feb;25(1):37-50. [DOI:10.1016/j.intmar.2010.09.002]
38. Brogan C. Personal Brands of Professional and Collegiate Female Athletes (Doctoral dissertation, University of Oregon). 2015.
39. Montoya P, Vandehey T. The brand called you. New York, NY: McGraw-Hill; 2009.
40. Gorbatov S, Khapova SN, Lysova EI. Personal branding: Interdisciplinary systematic review and research agenda. Frontiers in psychology. 2018 Nov 21;9:2238. [DOI:10.3389/fpsyg.2018.02238]
41. El Baroudi S, Fleisher C, Khapova SN, Jansen P, Richardson J. Ambition at work and career satisfaction: The mediating role of taking charge behavior and the moderating role of pay. Career Development International. 2017 Feb 13;22(1):87-102. [DOI:10.1108/CDI-07-2016-0124]
42. Pagis M, Ailon G. The paradoxes of self-branding: An analysis of consultants' professional web pages. Work and Occupations. 2017 Aug;44(3):243-67. [DOI:10.1177/0730888417709327]
43. Gandini A. Digital work: Self-branding and social capital in the freelance knowledge economy. Marketing theory. 2016 Mar;16(1):123-41. [DOI:10.1177/1470593115607942]
44. Schultz DP, Schultz SE. Theories of personality. Cengage Learning; 2016.
45. Arai A, Ko YJ, Ross S. Branding athletes: Exploration and conceptualization of athlete brand image. Sport Management Review. 2014 May 1;17(2):97-106. [DOI:10.1016/j.smr.2013.04.003]
46. Carter DM. Money games: profiting from the convergence of sports and entertainment. Stanford University Press; 2010 Nov 9. [DOI:10.1515/9780804776790]
47. Montoya P, Vandehey T. The personal branding phenomenon: realize greater influence, explosive income growth and rapid career advancement by applying the branding techniques of Michael, Martha & Oprah. Peter Montoya; 2002.
48. Hasaan A, Kerem K, Biscaia R, Agyemang K. Understanding the implications of athlete brand among fans. Technics Technologies Education Management. 2016;11(1):69-82.
49. Madrigal H, Sanchez-Villegas A, Martinez-Gonzalez MA, Kearney J, Gibney MJ, De Irala J, Martínez JA. Underestimation of body mass index through perceived body image as compared to self-reported body mass index in the European :union:. Public health. 2000 Nov 1;114(6):468-73. [DOI:10.1038/sj.ph.1900702]
50. Mcghee T. The rise and rise of athlete brand endorsements. Journal of Brand Strategy. 2012 Jun 1;1(1):79-84.
51. Yang Y, Shi M. Rise and fall of stars: Investigating the evolution of star status in professional team sports. International Journal of Research in Marketing. 2011 Dec 1;28(4):352-66. [DOI:10.1016/j.ijresmar.2011.05.004]
52. Trail GT, Anderson DF, Fink JS. Consumer satisfaction and identity theory: A model of sport spectator conative loyalty. Sport Marketing Quarterly. 2005 Jun 1;14(2).
53. Razvan BM, Catalin P. Branding in sport. Annals of'Constantin Brancusi'University of Targu-Jiu. Economy Series. 2018 Sep 1(5).
54. Sajjadi SN, Rajabi H, Abed Lati M, Tarighi R. Identifying Factors Affecting Brand Equity of Professional Football Teams The Case Study of Esteghlal Tehran Football Club. Sport Management Studies. 2016 Dec 21;8(39):87-102.
55. Susan F, Giana E. Managing the Human in Human Brands. GfK Marketing Intelligence Review. 2018;10(1):30-3. [DOI:10.2478/gfkmir-2018-0005]
56. Keshkar S, Ghafoori F, Aramon S. Identifying Iranian sport Human brand characteristics and the rate of social acceptance of it in the internal products marketing of Iran. Research in Sport Management and Motor Behavior. 2016 Sep 10;6(11):91-104.
57. Azadi R, Javani V. Influence of Social Responsibility on Branding of Individual Athletes as a Mediator of Brand Reputation and Attachment (Case Study: Ali Daei). Sport Management Studies. 2018 Nov 22;10(51):247-66.
58. Park CW, MacInnis DJ. Introduction to the special issue: Brand relationships, emotions, and the self. Journal of the Association for Consumer Research. 2018 Apr 1;3(2):123-9. [DOI:10.1086/696969]
59. Borrego M, Douglas EP, Amelink CT. Quantitative, qualitative, and mixed research methods in engineering education. Journal of Engineering education. 2009 Jan;98(1):53-66. [DOI:10.1002/j.2168-9830.2009.tb01005.x]
60. Guba EG, Lincoln YS. Competing paradigms in qualitative research. Handbook of qualitative research. 1994;2(163-194):105.
61. Stemler S. An overview of content analysis. Practical assessment, research, and evaluation. 2001 Jun 1;7(1).
62. Schweizer N, Dietl HM. Brand management throughout professional athletes' careers. 2015. [DOI:10.2139/ssrn.2571871]
63. Ramazani F, Keshtidar M, Azimzadeh SM. Analyzing the expectations and attitudes governing the personal brand of sports attendants of Qods Razavi province and presenting a suitable model. The second national sports brand conference with Razavi's sports identity approach. 2019. (in Persian).
64. Amanati A, Abadi RN, Hamidi M. Designing social media sports marketing model. New Trends in Sport Management. 2020 Jul 10;8(29):73-86.
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