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How to measure the personal brand value of a football player?

Krooshof, J.H.J. (2017) How to measure the personal brand value of a football player?

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Abstract:The understanding of personal branding becomes more important. Individuals start to notice that they can benefit from personal branding. Especially in the football industry, huge sums of money are spent on personal branding. However, so far, a measure for football player’ personal brand value does not exist. The offline dimensions ‘excitement’, ‘sophistication’, ‘ruggedness’, ‘competences’ and ‘sincerity’ tell something about the ‘offline’ personal brand value aspects. However, the advent of the internet made sure that the ‘online’ personal brand value aspects matters as well. Therefore, this study created a measure for both offline and online aspects, with variables that contribute to football player’s personal brand value.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:Business Administration MSc (60644)
Link to this item:http://purl.utwente.nl/essays/74010
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