Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

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The concept of brand image building for athletes and the impact on consumers

Authors
Jianxian Lu1, *
1Department of Psychology, Stony Brook University, Stony Brook, USA
*Corresponding author.
Corresponding Author
Jianxian Lu
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-098-5_198How to use a DOI?
Keywords
Athletes; Brand image; consumer behavior; quantitative research
Abstract

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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
78-94-6463-098-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_198How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
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  -