Presentation of the athlete's personal brand and delivering value to the sponsor
Journal Title: Quality in Sport - Year 2016, Vol 2, Issue 3
Abstract
The article is one of the author’s first research steps on his way to identify the concept of personal brand communication of a sportsperson with the use of ICT tools. The cognitive stage of the article presents the overview of selected theoretical achievement, which may serve as the basis for further research considerations within this area. In the second part – designing – the author attempts to present the reference methodology thanks to which a sportsperson will be capable of presenting in a more economically effective way their personal brand and providing a higher level of value while cooperating with a sponsor. Artykuł jest jednym z pierwszych kroków badawczych autora w kierunku identyfikacji zagadnienia jakim jest komunikacja marki osobistej sportowca poprzez narzędzia ICT. W pierwszym etapie (badań poznawczych) artykułu zaprezentowany jest przegląd wybranego dorobku teoretycznego, który może posłużyć za fundament dalszych rozważań badawczych w tym zakresie. W części drugiej - projektującej autor podejmuje próbę przedstawienia referencyjnych metodyk, dzięki którym sportowiec będzie mógł w ekonomicznie bardziej efektywny sposób zaprezentować swoją markę i dostarczyć większy poziom wartości we współpracy ze sponsorem.
Authors and Affiliations
Wojciech Idzikowski
Keywords
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- EP ID EP192118
- DOI 10.12775/QS.2016.015
- Views 159
- Downloads 0
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