Examining Athlete Brand Image In Team-Based Sports

Abstract

This study was conducted to understand how the model of athlete brand image functions in team-based sports athletes. It aimed to fill gaps identified in previous studies, which mainly emphasized brand image from the consumer’s perspective, with limited attention given to strategic athlete brand building and athlete brand identity. The framework used examined the relationship between the independent variables: athletic performance, attractive appearance, and marketable lifestyle, and the dependent variable: athlete brand image. These three could be explained by specific aspects of sports competitions or components of personal life. The constructs and variables were adopted from the Model of Athlete Brand Image (MABI). Using a quantitative-correlational research design and convenience sampling, data were collected from 333 respondents in Davao region. Contrary to common branding theories and expectations, the findings revealed that none of the three factors had a statistically significant effect on Athlete Brand Image. Despite strong validity and reliability in the measurement model, the hypothesized paths (H1, H2, H3) were not supported, indicating that consumers' attitudes toward brand influence were not directly shaped by image-based traits such as physical performance, appearance, or lifestyle marketing in this context. Therefore, it is suggested that future branding strategies for athletes might consider focusing more on deeper qualities, rather than only on appearance, achievements, or surface-level attributes.