Athlete branding in less popular sport: a triadic approach

Ali Hasaan; Vajiheh Javani; Mücahit Fişne; Shintaro Sato

doi:10.5585/podium.v9i4.17580

Autores

Ali Hasaan Institute of Research and Advances Studies (IRAS) https://orcid.org/0000-0003-3202-2186
Vajiheh Javani University of Tabriz
Mücahit Fişne Sivas Cumhuriyet University https://orcid.org/0000-0002-3964-874X
Shintaro Sato Waseda University

DOI:

https://doi.org/10.5585/podium.v9i4.17580

Palavras-chave:

Athlete brand, Sports management, Brand authenticity, Sport marketing, Taha Akgül

Resumo

Objetivo do estudo: Apesar da existência de oportunidades de desenvolvimento de marcas dos atletas, em esportes menos populares os atletas encontram dificuldades neste tema. Portanto, o presente estudo teve como objetivo contribuir com a literatura existente sobre a marca do atleta, fornecendo uma compreensão melhor e holística da marca do atleta em esportes menos populares.

Metodologia: Empregamos a abordagem triádica que envolveu três partes interessadas: Atleta, fãs e mídia, para explorar fatores importantes nas estratégias de marca do atleta em esportes menos populares..

Originalidade/Relevância: Há menos foco no esporte menos popular e na marca de seus stakeholders. Com o crescente interesse dos fãs por esportes menos populares e seus atletas estão ganhando mais atenção do que nunca. Assim, o estudo optou por discutir um fenômeno ignorado no contexto da marca do atleta.

Principais resultados: Os resultados identificaram quatro temas principais e oito subtemas associados com base nas entrevistas e na análise de conteúdo da mídia. Esses principais e subtemas incluem (1) desempenho (sucesso esportivo, nível de competição), (2) pessoal / privado (características fora do esporte, gerenciamento de imagem), (3) negócios / marketing (promoção de atleta, produtos mercadológicos) e (4) fator contextual (natureza esportiva, proximidade).

Contribuições teóricas/metodológicas: o estudo atual contribuiu na literatura existente sobre a marca do atleta por meio do foco em um atleta importante de um esporte menos popular.

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Biografia do Autor

Ali Hasaan, Institute of Research and Advances Studies (IRAS)

(Ph. D.), Assistant Professor, Institute of Research and Advances Studies (IRAS), Faculty of Economics & Management, Opp. BZU Metro Station, Bosan Road, Multan, Pakistan.

Vajiheh Javani, University of Tabriz

(Ph.D), Assistant Professor, Department of Sport Management, Faculty of Physical Education & Sport Sciences, University of Tabriz ,Tabriz, Iran

Mücahit Fişne, Sivas Cumhuriyet University

(Ph.D.), Assistant Professor, Sivas Cumhuriyet University, Sports Sciences Faculty, 58140, Sivas, Turkey

Shintaro Sato, Waseda University

(Ph.D.), Associate Professor, Faculty of Sport Sciences, Waseda University, Japan

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