Pensar en Movimiento: Revista de Ciencias del Ejercicio y la Salud ISSN Impreso: 1409-0724 ISSN electrónico: 1659-4436

OAI: https://revistas.ucr.ac.cr/index.php/pem/oai
[Tradução para espanhol] Entendendo as dimensões da autenticidade da marca dos atletas
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Palavras-chave

branding
athletes
sports management
athlete brand
marca
atletas
gestión deportiva
marca de atleta
marca
atletas
gestão esportiva
marca de atleta

Como Citar

Hasaan, A., & Fişne, M. (2022). [Tradução para espanhol] Entendendo as dimensões da autenticidade da marca dos atletas. Pensar En Movimiento: Revista De Ciencias Del Ejercicio Y La Salud, 20(2), e52786. https://doi.org/10.15517/pensarmov.v20i2.52786

Resumo

Como os atletas são considerados uma marca, gerenciá-la é um desafio para o mercado. A autenticidade da marca é uma ferramenta que pode ser usada para garantir que ela se mantenha por um período maior de tempo. Para entender o conceito de autenticidade da marca do atleta, foi realizada uma revisão sistemática da literatura em diversas bases de dados eletrônicas. De estudos anteriores que analisaram atributos de autenticidade da marca para algumas delas, foram identificados 76 atributos. Após a fusão dos inter-relacionados, o número final de atributos únicos foi de 23. Estes foram divididos em três temas principais: atividades no campo, atividades fora do campo e atividades de marketing de um atleta. O estudo encontra a complexidade relacionada à autenticidade da marca, pois trata-se de um processo multidimensional que dura períodos mais longos. O presente estudo também destaca complicações relacionadas à marca de um atleta que ocorrem ao estabelecer a sua autenticidade devido à natureza dessa marca.

https://doi.org/10.15517/pensarmov.v20i2.52786
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