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Pensar en Movimiento: Revista de Ciencias del Ejercicio y la Salud ISSN Impreso: 1409-0724 ISSN electrónico: 1659-4436

[Traducción al español] Comprensión de las dimensiones de la autenticidad de la marca de los deportistas

Palabras clave

sports management
athlete brand
gestión deportiva
marca de atleta
gestão esportiva
marca de atleta

Cómo citar

Hasaan, A., & Fişne, M. (2022). [Traducción al español] Comprensión de las dimensiones de la autenticidad de la marca de los deportistas. Pensar En Movimiento: Revista De Ciencias Del Ejercicio Y La Salud, 20(2), e52786.


Como los deportistas son considerados una marca, gestionarla es un desafío para el mercado. La autenticidad de la marca es una herramienta que se puede utilizar para garantizar que esta se mantenga durante un período de tiempo más largo. Para comprender el concepto de autenticidad de la marca del deportista, se realizó una revisión sistemática de las publicaciones en varias bases de datos electrónicas. A partir de estudios anteriores que analizaron los atributos de autenticidad de marca para algunas de ellas, se identificaron un total de 76 atributos. Después de fusionar los interrelacionados, el número final de atributos únicos fue 23. Estos se dividieron en tres grandes temas: actividades en la cancha, actividades fuera de la cancha y actividades de marketing de un deportista. El estudio encuentra la complejidad relacionada con la autenticidad de la marca en que esta es un proceso multidimensional que perdura por períodos más largos de la carrera del atleta. El estudio actual también destaca las complicaciones al establecer la autenticidad de la marca del atleta y que ocurren debido a la naturaleza de esta.


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