A Tale of Two Brands: Examining Elite Female Athletes' Branding and Self-Presentation Strategies Over Time Academic Article

abstract

• Branding and self-presentation strategies on text and visual platforms have been explored in a variety of ways such as gendered analyses and content analyses performed on the social media profiles of athletes at multiple levels of sport. The purpose of this study was to examine branding and self-presentation strategies of two highly visible professional female soccer players (i.e.,Alex Morgan and Megan Rapinoe) over two different time periods: 2019 and 2020. Results show that branding and presentation strategies can shift over the course of an athletes career. Implications from this study include adjusting brand strategies for clients over time, using other athletes strategies as their own framework, and promoting brand authenticity in accordance with their daily lives.

authors

• Brison, Natasha

published proceedings

• INTERNATIONAL JOURNAL OF SPORT COMMUNICATION

author list (cited authors)

• Harris, H. A., & Brison, N. T.

complete list of authors

• Harris, Hailey A||Brison, Natasha T

publication date

• March 2023

publisher

• Human Kinetics  Publisher

published in

• International Journal of Sport Communication  Journal

keywords

• Marketing
• Professional Athletes
• Social Media
• Women

Digital Object Identifier (DOI)

• 10.1123/ijsc.2022-0113

start page

• 12

end page

• 20

volume

• 16

issue

• 1

URL

• http://dx.doi.org/10.1123/ijsc.2022-0113