Anna Zarkada and CoEFTL’s Eugenia Tzoumaka analyze the brand associations of celebrity footballers as perceived by avid football fans. With the use of qualitative methodology involving focus groups, the study reveals the delicate interplay between a player’s on-field performance and off-field persona in shaping their overall brand. This research provides valuable insights into how footballers build their celebrity status and the influence their team or sports club, aka “brandscape”, has on their public image, offering a fresh perspective on athlete branding in the modern sports world.

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