ATHLETE BRANDING IN LESS POPULAR SPORT: A TRIADIC APPROACH

Hasaan A., Javani V., FİŞNE M., Sato S.

PODIUM-SPORT LEISURE AND TOURISM REVIEW, cilt.9, sa.4, ss.70-96, 2020 (ESCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 9 Sayı: 4
  • Basım Tarihi: 2020
  • Doi Numarası: 10.5585/podium.v9i4.17580
  • Dergi Adı: PODIUM-SPORT LEISURE AND TOURISM REVIEW
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), SportDiscus, Directory of Open Access Journals, DIALNET
  • Sayfa Sayıları: ss.70-96
  • Anahtar Kelimeler: Athlete, Athlete branding, Sport marketing, Wrestling, Taha Akgiil, IMPRESSION MANAGEMENT, REPUTATIONAL CRISIS, ATTRACTIVENESS, IDENTIFICATION, BEHAVIOR, MOTIVES, GENDER, FIT
  • Sivas Cumhuriyet Üniversitesi Adresli: Evet

Özet

Objective of the study: Despite the opportunities to develop athlete brands, many athletes in less popular sport still struggle with developing their brands. Therefore, the current study aimed to contribute to the existing athlete branding literature and practitioners by providing a better and holistic understanding of athlete branding in less popular sport.