Lead by Example: An Exploration of the Athlete Brand as a Role Model

Abstract

Considering the academic literature regarding athlete brands as role models is largely fragmented, the present study contributed significantly to this evolving construct and our understanding of the impact superstar athletes have on their consumers. Specifically, the central aim of this exploratory study was to uncover the traits of the athlete brand as a role model from the perspective of the sport consumer. Thirty-one consumers of the athlete brand were purposefully selected to participate in semi-structured interviews. The interview data revealed four prevalent themes including personal attributes, community impact, idealized parental figure, and exemplar for other athletes.