Hlasová, Helena; Ronkainen, Noora Johanna (2023). A dialogical self approach to understanding identity as negotiated in retirement from elite sport. Current Issues in Sport Science (CISS), 8(2) Bern Open Publishing 10.36950/2023.2ciss075
Full text not available from this repository. (Request a copy)Digital engagement platforms empower human brands by enabling them to directly interact with various actors. Human brands, especially athlete brands, are about to outperform traditional brands on digital platforms. Drawing on literature from human branding, integrative branding, and performativity theory, this study identifies actors and analyzes their performances based on a case study of a professional athlete brand. We apply a multi-method approach using netnography and interviews to gain a deeper understanding of brand meaning co-creation. We contribute to existing literature by introducing the concept of integrative branding to the management of human brands. Additionally, we reveal three novel performance categories for the co-creation of human brands on digital engagement platforms. Our findings extend the literature by delivering in-depth insights into the brand meaning co-creation of athlete brands as a specific type of human brands. This study marks a starting point for further research on human brands.
Item Type: |
Journal Article (Original Article) |
|---|---|
Division/Institute: |
07 Faculty of Human Sciences > Institute of Sport Science (ISPW) 07 Faculty of Human Sciences > Institute of Sport Science (ISPW) > Sport Psychology and Research Methods |
UniBE Contributor: |
Hlasová, Helena, Ronkainen, Noora Johanna |
Subjects: |
700 Arts > 790 Sports, games & entertainment 300 Social sciences, sociology & anthropology |
ISSN: |
2414-6641 |
Publisher: |
Bern Open Publishing |
Language: |
English |
Submitter: |
Franziska Krebs |
Date Deposited: |
02 Apr 2024 13:55 |
Last Modified: |
02 Apr 2024 13:55 |
Publisher DOI: |
10.36950/2023.2ciss075 |
URI: |
https://boris.unibe.ch/id/eprint/195119 |
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