Athlete brand image: scale development and model test

The purpose of this study was to propose and test a conceptual Model of Athlete Brand Image (MABI) that is based on Keller's Customer-based Brand Equity framework (1993). The MABI consists of three dimensions which are crucial in developing consumer brand equity for athletes: athletic performance, attractive appearance, and marketable lifestyle. Athletic performance consists of four subdimensions: athletic expertise, competition style, sportsmanship, and rivalry. Attractive appearance consists of physical attractiveness, symbol, and body fitness. Marketable lifestyle consists of life story, role model, and relationship effort. To test this model, the Scale of Athlete Brand Image (SABI) was developed. A total of 427 college students were surveyed to test the model. Based on the result from two-step Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) test, MABI and SABI were modified and revised. In the final model, MABI shows a reasonable fit to the data and SABI is psychometrically acceptable.