Actions for Communicating the athlete as a brand : an examination of LPGA star Suzann Pettersen

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Communicating the athlete as a brand : an examination of LPGA star Suzann Pettersen / Elsa Kristiansen, Antonio S. Williams

Author
Kristiansen, Elsa
Published
London : Human Kinetics, Inc., 2015.
Physical Description
1 online resource : illustrations
Additional Creators
Williams, Antonio S.
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Summary
This article explored how a renowned LPGA golfer, Suzann Pettersen, has built and leveraged her personal brand. Using the athlete brand-equity model as the theoretical framework, a qualitative case study was built by means of interviews and document analyses. Specifically, this case detailed how Pettersen and her management team endeavored to build and manage her personal brand equity through organization-produced and -controlled brand-communications strategies. The findings of this case shed light on the challenges and opportunities that athletes and their constituents face when managing human brands. Moreover, the findings of this case support the use of previously proposed sport-branding conceptualizations in a real-world setting.
Subject(s)
ISBN
9781526438201 (ebook)
Note
Originally published in Kristiansen, E., & Williams, A. S. (2015). Communicating the athlete as a brand: An examination of LPGA star Suzann Pettersen. International Journal of Sport Communication, 8(3), 371-388. DOI:.
Bibliography Note
Includes bibliographical references and index.
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