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Branding athletes: Exploration and conceptualization of athlete brand image

Arai, Akiko; Ko, Yong Jae; Ross, Stephen - In: Sport Management Review 17 (2014) 2, pp. 97-106

In this study, the current issues of athlete brand management are discussed and the construct of athlete brand image is conceptualized. A conceptual model of athlete brand image (MABI) is developed incorporating three key dimensions: athletic performance, attractive appearance, and marketable...

Persistent link: https://www.econbiz.de/10010777000

Conceptualizing luxury buying behavior : the Indian perspective

Jain, Varsha; Roy, Subhadip; Ranchhod, Ashok - In: The journal of product & brand management 24 (2015) 3, pp. 211-228

Persistent link: https://www.econbiz.de/10011378279

Discovering surrogate branding via online image development : a case from India

Jain, Varsha; Kitchen, Philip J.; Ganesh B. E.; Garg, … - In: International journal of management concepts and … 12 (2019) 3, pp. 342-359

Persistent link: https://www.econbiz.de/10012105416

Exploring positively- versus negatively-valenced brand engagement : a conceptual model

Hollebeek, Linda D.; Chen, Tom - In: The journal of product & brand management 23 (2014) 1, pp. 62-74

Persistent link: https://www.econbiz.de/10010358976

Branding athletes : exploration and conceptualization of athlete brand image

Arai, Akiko; Ko, Yong Jae; Ross, Stephen A. - In: Sport management review 17 (2014) 2, pp. 97-106

Persistent link: https://www.econbiz.de/10010382568

Barriers and facilitators of B2B degree of digital use and brand engagement : an integration of technology and behavioral perspectives

Ghosh, Deviprasad; Dash, Satyabhusan - In: The journal of business & industrial marketing 38 (2023) 12, pp. 2793-2810

Persistent link: https://www.econbiz.de/10014472635