Work

Understanding athlete brand life cycle

Year: 2019

Type: article

Abstract: The purpose of this study was to present a framework to aid understanding athlete brand life cycle and how to extend it. A thorough review of the literature was conducted to create the proposed framework. Five stages were identified including brand introduction, brand growth, brand maturity, brand decline and brand reinvention, as well as athlete capital that may occur for some athletes. This study extends prior research by providing an initial idea on how to develop and manage an athlete brand life cycle throughout his/her career.

Source: Sport in Society

DOI: 10.1080/17430437.2019.1624722

Authors: Ali Hasaan, Rui Biscaia, Stephen Ross

Institutions: Coventry (United Kingdom), Coventry University, Concordia University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2949914210

FWCI: 5.906

Cites: 157

Cited by: 43

Related to: 10