Global Sport Business Journal

Abstract
The purpose of this study was to identify brand personality characteristics of athletes. Prior to the study, a pretest was conducted to identify athlete-based brand personality items that could apply to any athlete. After conducting the pretest, 16 brand personality characteristics were identified. These items included: athletic, confident, cool, exciting, flashy, fun, happy, hardworking, humorous, leader, lively, masculine, strong, successful, trendy, and tough. In order to ensure the identity of all athlete brand personality characteristics were found, a thematic analysis was conducted which confirmed six additional athlete brand personality characteristics bringing the total number of characteristics to 22. These characteristics were appreciative, corporate, family-man, influential, inspirational, and supportive. Following the identification of the characteristics, a content analysis was conducted on two athletes to see what their most used brand personality characteristics on Twitter. Additional findings and implications will be discussed further in the paper.
Recommended Citation
Blaszka, Matthew; Walsh, Patrick; Clavio, Galen; and Williams, Antonio
(2017)
"A new approach: Measuring athlete brand personality on Twitter,"
Global Sport Business Journal: Vol. 5:
Iss.
2, Article 1.
Available at:
https://scholarworks.sfasu.edu/gsbj/vol5/iss2/1
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