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 İndekslerine Giren Dergi) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 9 Konu: 4
  • Basım Tarihi: 2020
  • Doi Numarası: 10.5585/podium.v9i4.17580
  • Dergi Adı: PODIUM-SPORT LEISURE AND TOURISM REVIEW
  • Sayfa Sayıları: ss.70-96

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.