PATTERN OF FAN- PLAYER IDENTIFICATION WITH ATHLETE BRAND IMAGE AMONG UNIVERSITY STUDENTS

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YOUSEFI BAHRAM; AMIRI SAHAR; AHMADI BEHESHT; SHABANI MOGHADAM KEYVAN

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Journal Paper

Paper Information

Journal: STRATEGIC STUDIES ON YOUTH AND SPORTS Year:2016 | Volume:14 | Issue:30 Page(s): 0-0

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Title

PATTERN OF FAN- PLAYER IDENTIFICATION WITH ATHLETE BRAND IMAGE AMONG UNIVERSITY STUDENTS

Author(s)

YOUSEFI BAHRAM | AMIRI SAHAR | AHMADI BEHESHT | SHABANI MOGHADAM KEYVAN | Issue Writer Certificate

Keywords

BRAND IMAGE

IDENTIFICATION AND MARKETABLE LIFE STYLE

Abstract

Athlete BRAND IMAGE (ABI) consists of three main dimensions: athletic performance, attractive appearance and marketable life style. The purpose of this study was to analysis the pattern of on fan- player identification with athlete BRAND IMAGE. A total of 530 University students completed Scale of Athlete BRAND IMAGE (SABI) which developed by Arai, Jae Ko and Kaplandou (2013), and modified Cohen & Perse’s (2003) Identification Scale respectively. Structural Equation Model (SEM) showed that from ABI dimensions, athletic performance and marketable life style has significant path loading on fanplayer level of identification. This dimension reflects personality of an athlete and the social perception toward athletes. Therefore, despite athlete’s performance, to enhance fan- player level of identification, athletes and their manger are recommended to invest a substantial part of their activities on generate athlete effective marketable life style. This could be achieved by behaving ethically in and out off the field with sensitivity toward socio-cultural issues, being good role model and good leader for fans, socially responsible, and showing appreciation for fan/ spectators.

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APA: Copy

YOUSEFI, BAHRAM, AMIRI, SAHAR, AHMADI, BEHESHT, & SHABANI MOGHADAM, KEYVAN. (2016). PATTERN OF FAN- PLAYER IDENTIFICATION WITH ATHLETE BRAND IMAGE AMONG UNIVERSITY STUDENTS. STRATEGIC STUDIES ON YOUTH AND SPORTS, 14(30 ), 0-0. SID. https://sid.ir/paper/714351/en

Vancouver: Copy

YOUSEFI BAHRAM, AMIRI SAHAR, AHMADI BEHESHT, SHABANI MOGHADAM KEYVAN. PATTERN OF FAN- PLAYER IDENTIFICATION WITH ATHLETE BRAND IMAGE AMONG UNIVERSITY STUDENTS. STRATEGIC STUDIES ON YOUTH AND SPORTS[Internet]. 2016;14(30 ):0-0. Available from: https://sid.ir/paper/714351/en

IEEE: Copy

BAHRAM YOUSEFI, SAHAR AMIRI, BEHESHT AHMADI, and KEYVAN SHABANI MOGHADAM, “PATTERN OF FAN- PLAYER IDENTIFICATION WITH ATHLETE BRAND IMAGE AMONG UNIVERSITY STUDENTS,” STRATEGIC STUDIES ON YOUTH AND SPORTS, vol. 14, no. 30 , pp. 0–0, 2016, [Online]. Available: https://sid.ir/paper/714351/en

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