Impact of Athlete Brand Image Dimensions on the Young Consumers’ Psychological Attachment

Abstract

Purpose: The study is designed to check the impact of human brand image dimensions (other than performance related) on young customers’ psychological attachment toward athlete brands. Design/Methodology/Approach: The study was conducted among young athlete fans randomly selected from Kerala, India. The data were collected from 200 sample respondents using a questionnaire. The data were analyzed using the structural equation model. Findings: The findings reveal that variables such as relationship effort and life story of the athletes contribute to the creation of psychological attachment among the fans. Practical Implications: The result of the present study is a value addition for the marketing of human brands, especially for athlete brands. The results will be helpful in determining what factors should be concentrated on and how much weightage should be given to each factor for making a human brand successful in the market. Originality/Value: The study examines the influence of human brand image dimensions (other than performance-related dimensions) on young customers’ psychological attachment toward athlete brands. As the majority of the sports aspirants are from the young age group, the study variables are tested among young customers of athlete brands. Individual players, managers, and coaches can use the tested variables for analyzing, testing, and managing human brands (athlete brands).