Assessment of Athlete Brand Identity: A Preliminary Investigation

Assessment of Athlete Brand Identity: A Preliminary Investigation

Poster - Applied

The concept of athlete brand identity encompasses both internal self-perception and external public perception, shaping the trajectory of athletes' careers and leaving a lasting impact. This study, conducted at Liberty University, delves into this multifaceted realm, aiming to grasp the self-perceptions of current NCAA athletes. Employing a survey adapted from the Athlete Brand Identity Scale (ABIdS), this research quantitatively evaluates how Liberty athletes perceive their individual brands across various dimensions, including athletic performance, character traits, and fan engagement. Furthermore, structured interviews with senior Liberty athletic staff members provide qualitative insights into their perspectives on athlete branding and the aspects valued by the staff. The research outcomes will provide a comprehensive understanding of which elements of brand image are considered significant. This study holds implications for the broader landscape of athlete branding and Name, Image, and Likeness (NIL) regulations. Future endeavors involve exploring the perception of Liberty athlete brands from the standpoint of consumers and Liberty athletic sponsors. Ultimately, this research and its future directions aim to offer a holistic perspective on athlete branding, aiding athletes in optimizing their brand presence both on and off the field.