A Tale of Two Brands
Examining Elite Female Athletes’ Branding and Self-Presentation Strategies Over Time
Bibliographic Data
| ID | 21834185 |
|---|---|
| Authors | Hailey Harris (0009-0002-2452-9841, Texas A&M University), Hailey A Harris (Texas A&M University, College Station, TX, USA), Natasha T Brison (0000-0002-6922-6169, Texas A&M University) |
| Year | 2023 |
| Volume | 16 |
| Issue | 1 |
| Pages | 12-20 |
| Publication date | 2023-03-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | International Journal of Sport Communication (JOURNAL) |
| Journal identifiers | ISSN: 1936-3907 • E-ISSN: 1936-3915 |
| Publisher | Human Kinetics (PUBLISHER) |
| DOI | 10.1123/ijsc.2022-0113 |
| OpenAlex | W4293179158 |
| Language | EN |
| Citations received | 8 |
| References cited | 12 |
Branding and self-presentation strategies on text and visual platforms have been explored in a variety of ways such as gendered analyses and content analyses performed on the social media profiles of athletes at multiple levels of sport. The purpose of this study was to examine branding and self-presentation strategies of two highly visible professional female soccer players (i.e., Alex Morgan and Megan Rapinoe) over two different time periods: 2019 and 2020. Results show that branding and presentation strategies can shift over the course of an athlete’s career. Implications from this study include adjusting brand strategies for clients over time, using other athletes’ strategies as their own framework, and promoting brand authenticity in accordance with their daily lives
Advertising · Athletes · Business · Elite · Elite Athletes · Physical therapy · Political science · Computer Science · Medicine · Psychology · Sport and Mega-Event Impacts · Sports Analytics and Performance · Sports, Gender, and Society
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Reliability in Content Analysis
| Unique citing works | 8 |
|---|---|
| Citations per year | 2.67 |
| Citation span | 2023 - 2025 (3) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 8 |