Athlete branding in less popular sport: a triadic approach

Ali Hasaan; Vajiheh Javani; Mücahit Fişne; Shintaro Sato

doi:10.5585/podium.v9i4.17580

Autores/as

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

Palabras clave:

Atleta, Marca de atleta, Marketing deportivo, Lucha, Taha Akgül

Resumen

Objetivo del estudio: A pesar de la existencia de oportunidades para desarrollar marcas de deportistas, en deportes menos populares, los deportistas encuentran dificultades en este tema. Por lo tanto, el presente estudio tuvo como objetivo contribuir a la literatura existente sobre la marca del deportista, proporcionando una comprensión mejor y holística de la marca del deportista en los deportes menos populares..

Metodología: Empleamos lo enfoque triádico que involucró a tres partes interesadas: atleta, fans y medios de comunicación para explorar factores importantes en las estrategias de marca de atleta en deportes menos populares.

Originalidad/Relevancia: Hay menos enfoque en los deportes menos populares y la marca de sus partes interesadas. Con el creciente interés de los fanáticos del deporte menos popular y sus atletas, están ganando más atención que nunca. Por lo tanto, el estudio optó por discutir un fenómeno ignorado en el contexto de la marca de los atletas.

Resultados principales: Los resultados identificaron cuatro temas principales y ocho subtemas asociados basados en entrevistas y análisis de contenido de los medios. Estos temas principales y subtemas incluyen (1) rendimiento (éxito deportivo, nivel de competencia), (2) personal / privado (características no deportivas, gestión de imagen), (3) negocios / marketing (promoción de atletas, productos de marketing) y (4) factor contextual (carácter deportivo, proximidad).

Contribuciones teóricas / metodológicas: El estudio actual contribuyó a la literatura existente sobre la marca de atletas al enfocarse en un atleta de élite de un deporte menos popular.

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Biografía del autor/a

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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