TY  - JOUR
T1  - The Brand of an Athlete - Reconsidering Its Dimensions
JO  - Journal of Emerging Trends in Marketing and Management
VL  - I
IS  - 1
SP  - 354
EP  - 363
PY  - 2016
T2  - 
AU  - Constantinescu, Mihaela
SN  - 2537-5865
DO  - 
UR  - http://www.etimm.ase.ro/RePEc/aes/jetimm/2016/ETIMM_V01_2016_109.pdf
KW  - Brand
KW  - athlete
KW  - sports marketing
AB  - In a world of multiple and diverse sports products (equipment, events, teams, athletes, merchandising, training and coaching services, broadcasting, etc.), the branding process requires a very dedicated approach in terms of product’s characteristics, customer profile and market particularities. This article presents the branding process of an athlete, considering a transition from the classical model to a more sophisticated one, in which the brand dimensions are adapted to the nowadays importance of social media and social interactions. Before presenting the results of a qualitative research on Romanian athletes’ image, the article will highlight the usefulness of measuring athlete brand image both for the athlete and the sponsor/endorser.
ER  -