Academic Journal
The Evolution of Athlete Branding: A Bibliometric Analysis
| Τίτλος: | The Evolution of Athlete Branding: A Bibliometric Analysis |
|---|---|
| Συγγραφείς: | Golmohammadi, Hamed, Hasaan, Ali, Berndt, Adele, Fişne, Mücahit |
| Πηγή: | Sport Marketing Quarterly ; volume 35, issue 1, page 18-40 ; ISSN 1061-6934 1557-2528 |
| Στοιχεία εκδότη: | SAGE Publications |
| Έτος έκδοσης: | 2025 |
| Περιγραφή: | Athlete branding has become an increasingly important topic in sports management and marketing, particularly in the digital era. This study provides a comprehensive bibliometric analysis of athlete branding research from 2000 to 2024 to map the field's key developments and trends. Using performance analysis and science mapping, this study examined related scholarly publications and identified prolific authors, influential journals, and dominant themes. This study highlights the evolving nature of athlete branding and offers future research directions at the intersection of sports, business, and digital media. Specific research opportunities linked to these themes have been identified in the literature, and this study also suggests location, contextual, and methodological research. This review offers a deeper understanding of actionable research opportunities for both scholars and practitioners in the field. |
| Τύπος εγγράφου: | article in journal/newspaper |
| Γλώσσα: | English |
| DOI: | 10.1177/10616934251394451 |
| Διαθεσιμότητα: | https://doi.org/10.1177/10616934251394451 https://journals.sagepub.com/doi/pdf/10.1177/10616934251394451 https://journals.sagepub.com/doi/full-xml/10.1177/10616934251394451 |
| Rights: | https://journals.sagepub.com/page/policies/text-and-data-mining-license |
| Αριθμός Καταχώρησης: | edsbas.2D9A6458 |
| Βάση Δεδομένων: | BASE |
| DOI: | 10.1177/10616934251394451 |
|---|