Abstract
Superstar and human brand theories predict that the strategic management of athletes as human brands can improve their brand image and increase their market value. This article offers the first empirical analysis of whether and how the favorable brand image of a soccer player affects his or her market value by focusing on which performance- or popularity-based attributes affect the favorability of the player's brand image and according market value. Combined primary and secondary data confirm that a positive brand image enhances the market value of human brands; several performance-based (e.g., competences, quality) and popularity-based (e.g., media effectiveness, temper) factors determine this positive brand image. In addition, popularity-based attributes mediate the impact of performance-based attributes on the market value of human brands.
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