{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,22]],"date-time":"2026-04-22T03:16:00Z","timestamp":1776827760964,"version":"3.51.2"},"reference-count":204,"publisher":"Human Kinetics","issue":"3","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2020,5,1]]},"abstract":"<jats:p>This research explored the role of athlete on- and off-field brand image on consumer commitment toward the athlete and associated team, preference by the athlete\u2019s sponsor, and the mediating effect of consumers\u2019 self-brand connection on these relationships. Data were collected from fans of soccer players through a cross-sectional survey promoted on social media platforms. A partial least squares structural equation model examined the direct effects of both athlete brand dimensions on athlete commitment, team commitment, and athlete sponsor preference, and the indirect effects mediated via self-brand connection. The results indicate that an athlete\u2019s on-field image is significantly related to athlete sponsor preference, while the off-field image influences athlete commitment and team commitment. Self-brand connection is influenced by athlete off-field image and mediates the relationship between off-field image and athlete commitment. This study contributes to a better understanding of how to manage athlete brands and linkages between fans, athletes, and associated entities.<\/jats:p>","DOI":"10.1123\/jsm.2019-0222","type":"journal-article","created":{"date-parts":[[2019,10,4]],"date-time":"2019-10-04T04:20:15Z","timestamp":1570162815000},"page":"201-216","source":"Crossref","is-referenced-by-count":53,"title":["The Role of Self-Brand Connection on the Relationship Between Athlete Brand Image and Fan Outcomes"],"prefix":"10.1123","volume":"34","author":[{"given":"Thilo","family":"Kunkel","sequence":"first","affiliation":[{"name":"1Temple University"}]},{"given":"Rui","family":"Biscaia","sequence":"additional","affiliation":[{"name":"2Coventry University"}]},{"given":"Akiko","family":"Arai","sequence":"additional","affiliation":[{"name":"3Tokyo University of Science"}]},{"given":"Kwame","family":"Agyemang","sequence":"additional","affiliation":[{"name":"4Louisiana State University"}]}],"member":"100","reference":[{"key":"ref1331","doi-asserted-by":"crossref","first-page":"644","DOI":"10.1123\/jsm.23.5.644","article-title":"Sponsor and sponsees interactions: Effects on consumers\u2019 perceptions of brand image, brand attachment, and purchase intention","volume":"23","author":"Chanavat","year":"2009","journal-title":"Journal of Sport Management,"},{"key":"ref511","doi-asserted-by":"crossref","first-page":"967","DOI":"10.1177\/014920639502100509","article-title":"A review of scale development practices in the study of organizations","volume":"21","author":"Hinkin","year":"1995","journal-title":"Journal of Management,"},{"key":"ref1001","doi-asserted-by":"crossref","first-page":"347","DOI":"10.1016\/j.smr.2010.12.001","article-title":"Examining fan motives and loyalty for the Chinese Professional Baseball League of Taiwan","volume":"14","author":"Wang","year":"2011","journal-title":"Sport Management Review,"},{"key":"ref1411","doi-asserted-by":"crossref","first-page":"339","DOI":"10.1207\/S15327663JCP1303_14","article-title":"You are what they eat: The influence of reference groups on consumers\u2019 connections to brands","volume":"13","author":"Escalas","year":"2003","journal-title":"Journal of Consumer Psychology,"},{"key":"ref341","first-page":"339","article-title":"Connecting with celebrities: Celebrity endorsement, brand meaning, and self-brand connections","volume":"13","author":"Escalas","year":"2009","journal-title":"Journal of Marketing Research,"},{"key":"ref1461","doi-asserted-by":"crossref","first-page":"13","DOI":"10.1016\/j.smr.2011.01.003","article-title":"Female athlete endorsers: Determinants of effectiveness","volume":"15","author":"Fink","year":"2012","journal-title":"Sport Management Review,"},{"key":"ref1921","author":"Rovell","year":"2018","journal-title":"Inside Kevin Duran\u2019s growing empire"},{"key":"ref81","doi-asserted-by":"crossref","first-page":"383","DOI":"10.1080\/16184742.2013.811609","article-title":"Athlete brand image: Scale development and model test","volume":"13","author":"Arai","year":"2013","journal-title":"European Sport Management Quarterly,"},{"key":"ref641","doi-asserted-by":"crossref","first-page":"501","DOI":"10.1080\/16184742.2012.729070","article-title":"A relationship marketing catalyst: The salience of reciprocity to sport organization\u2013sport consumer relationships","volume":"12","author":"Magnusen","year":"2012","journal-title":"European Sport Management Quarterly,"},{"key":"ref111","author":"Badenhausen","year":"2016","journal-title":"Why Cristiano Ronaldo\u2019s $1 billion Nike deal may be a bargain for sportswear giant"},{"key":"ref2151","doi-asserted-by":"crossref","first-page":"189","DOI":"10.1108\/IJSMS-06-03-2005-B007","article-title":"Athlete endorsement in the international sport industry: A case study of David Beckham","volume":"6","author":"Yu","year":"2005","journal-title":"International Journal of Sports Marketing and Sponsorship,"},{"key":"ref1701","doi-asserted-by":"crossref","first-page":"101","DOI":"10.1007\/s10551-015-2544-1","article-title":"Consumers\u2019 responses to public figures\u2019 transgression: Moral reasoning strategies and implications for endorsed brands","volume":"137,","author":"Lee","year":"2016","journal-title":"Journal of Business Ethics,"},{"key":"ref1501","doi-asserted-by":"crossref","first-page":"343","DOI":"10.1086\/209515","article-title":"Consumers and their brands: Developing relationship theory in consumer research","volume":"24","author":"Fournier","year":"1998","journal-title":"Journal of Consumer Research,"},{"key":"ref711","volume-title":"Psychometric theory","author":"Nunnally","year":"1994"},{"key":"ref1751","volume-title":"The personal branding phenomenon","author":"Montoya","year":"2002"},{"key":"ref1961","doi-asserted-by":"crossref","first-page":"181","DOI":"10.1080\/1360671042000273855","article-title":"Affective experience of J. 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