Year: 2025
Type: article
Abstract: Cristiano Ronaldo has transformed from a footballer into a global brand icon – CR7. This paper examines how his identity extends beyond sports into fashion, fitness, lifestyle, and global influence. Using Kapferer’s Brand Identity Prism, McCracken’s Celebrity Endorsement Model, and Destination Branding theory, the study highlights how CR7 operates as both a commercial brand and a cultural phenomenon that impacts fans, markets, and even nations.
Authors: Arun Vijay, Anvarsha Shaji
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4414758672
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