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Crafting a legacy: investigating the retired athlete brand image

Crafting a legacy: investigating the retired athlete brand image PurposeThe purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes.Design/methodology/approachIn total, 14 sport consumers, who demonstrated an in-depth knowledge of throwback branding tactics and expertise in athlete brand promotion, participated in in-depth semi-structured interviews.FindingsThe findings indicate there are three prevalent themes across the present data (i.e. epoch epitome, athlete-team connection and off-the-field persona).Originality/valueWhile the proliferation of throwback merchandise and affinity for brands of retired athletes is evident, the internalization of associations related to retired athletes has escaped empirical investigation. Numerous questions concerning how specific facets of a retired athlete’s image (e.g. athletic skills or life off the field) activate nostalgic feelings, drive consumer loyalty and establish market permanence remain unanswered. The current study contributes to the understanding of the brand image of the retired athlete and the existing literature concerning athlete branding. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Crafting a legacy: investigating the retired athlete brand image

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1464-6668
DOI
10.1108/IJSMS-02-2018-0018
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper exploratory study is to decipher sport consumer associations and sentiments connected to the brand image of retired athletes.Design/methodology/approachIn total, 14 sport consumers, who demonstrated an in-depth knowledge of throwback branding tactics and expertise in athlete brand promotion, participated in in-depth semi-structured interviews.FindingsThe findings indicate there are three prevalent themes across the present data (i.e. epoch epitome, athlete-team connection and off-the-field persona).Originality/valueWhile the proliferation of throwback merchandise and affinity for brands of retired athletes is evident, the internalization of associations related to retired athletes has escaped empirical investigation. Numerous questions concerning how specific facets of a retired athlete’s image (e.g. athletic skills or life off the field) activate nostalgic feelings, drive consumer loyalty and establish market permanence remain unanswered. The current study contributes to the understanding of the brand image of the retired athlete and the existing literature concerning athlete branding.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Aug 5, 2019

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