The concept of brand image building for athletes and the impact on consumers
- 10.2991/978-94-6463-098-5_198How to use a DOI?
- Athletes; Brand image; consumer behavior; quantitative research
With the worldwide popularity of various sports, the commercial value of many athletes is widely recognized. Athletes expand their influence beyond sports by participating in various social and business activities. Unlike traditional stars, athletes carry more cultural significance and ideological value. Their achievements in sports events make them one of the country's symbols. Commercial partnerships between brands and athletes are becoming more widespread. In the marketing activities in which athletes participate, athletes are not only considered as the carriers of advertising or marketing but more importantly, the brand image can be established in the eyes of consumers based on the athletes' own image, fashion sense and personal style. This paper will adopt the quantitative research method to collect young consumers' attitudes towards athletes to explore the concept of athletes' brand image construction and its influence on consumers.
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- Open Access
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Cite this article
TY - CONF AU - Jianxian Lu PY - 2022 DA - 2022/12/27 TI - The concept of brand image building for athletes and the impact on consumers BT - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022) PB - Atlantis Press SP - 1751 EP - 1758 SN - 2352-5428 UR - https://doi.org/10.2991/978-94-6463-098-5_198 DO - 10.2991/978-94-6463-098-5_198 ID - Lu2022 ER -