Athlete brand identity, image and congruence: a systematic literature review. (5th April 2021)

• Record Type: Journal Article
• Authors: Linsner, Annika; Sotiriadou, Popi; Hill, Brad; Hallmann, Kirstin
• Is Part Of: International journal of sport management and marketing. Volume 21:Number 1/2(2021)
• Page Start: 103
• Page End: 133
• Publication Date: 2021-04-05
• Subjects: athlete brand management -- brand identity -- brand image -- brand congruence -- systematic literature review -- human brands -- athlete brands -- athlete perspective -- brand manager perspective -- consumer perspective; Sports administration -- Periodicals; Sports -- Marketing -- Periodicals; 796.069
• Languages: English
• ISSNs: 1475-8962

Abstract

Research interest around athlete and human branding has increased significantly over recent years, however gaps are evident in terms of cohesive strategic direction and consensus around important issues. This study aims to address those gaps and determine a strategic direction for future research by providing an in-depth systematic literature review of existing material on athlete branding. A total of 63 articles published in 27 academic journals between 1999 and 2019 were analysed, revealing research on athlete branding had predominantly focused on brand image from the consumer perspective. Few studies investigated strategic athlete brand building and the importance of brand identity creation from the brand manager (athlete) perspective. Study findings highlight the importance of brand congruence as the synergy between athlete brand identity and athlete brand image. This research establishes foundations to inform development of strategic direction, guide future research and be the catalyst for new and innovative projects around athlete brand management.