ATHLETE BRANDING IN LESS POPULAR SPORT: A TRIADIC APPROACH


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

PODIUM-SPORT LEISURE AND TOURISM REVIEW, vol.9, no.4, pp.70-96, 2020 (Journal Indexed in ESCI) identifier

  • Publication Type: Article / Article
  • Volume: 9 Issue: 4
  • Publication Date: 2020
  • Doi Number: 10.5585/podium.v9i4.17580
  • Title of Journal : PODIUM-SPORT LEISURE AND TOURISM REVIEW
  • Page Numbers: pp.70-96

Abstract

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.