Self-Branding through NFL Team Fanship: Fans’ Desired Self-Image and Its Implications for Branding Practices

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2020-03-01 DOI:10.32731/smq.291.032020.04

Wang JunQi, J. Braunstein-Minkove, T. Baker, Li Bo, Zhang Jie

引用次数: 10

Abstract

The rapid development of media technology has largely expanded individuals’ social network and empowered them to engage in self-branding activities at an unprecedented pace and level, in which each individual treats himself/herself as a brand and markets it to interested audiences in his/her social network (Marwick, 2010; Rampersad, 2008). Similar to the general brand, one’s self-brand is a cultural and ideological object that reflects cultural rituals and social dynamics. A thorough exploration of fans’ desired self-image, in conjunction with selfbranding behavior, could help sport teams, corporate sponsors, and athletes understand their fans and further frame the match-up effect through branding practices.

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通过NFL球队粉丝的自我品牌:球迷期望的自我形象及其对品牌实践的影响

媒体技术的快速发展在很大程度上扩大了个人的社会网络，并使他们能够以前所未有的速度和水平从事自我品牌活动，其中每个人都将自己视为一个品牌，并将其营销给他/她的社会网络中感兴趣的受众(Marwick, 2010;Rampersad, 2008)。与一般品牌类似，个人的自我品牌是一种反映文化仪式和社会动态的文化和思想对象。深入探索粉丝的自我形象，结合自我品牌行为，可以帮助运动队、企业赞助商和运动员了解他们的粉丝，并通过品牌实践进一步构建对位效应。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.