Brand equity for NBA stars: focusing on players in the brand equity process

[EN] Sports teams are in a favorable position to build brand equity due to the strong psychological connections experienced by their supporters. However, more context-specific consideration of this process is needed for the role of player brands. To fill this void, this study conceptualizes a player...

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Autores: Gutiérrez Rodríguez, Pablo, Vaquera Jiménez, Alejandro, Swanson, Steve, Fernández Martínez, Silvia, Suárez Iglesias, David
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2026
País:España
Institución:Universidad de León
Repositorio:BULERIA. Repositorio Institucional de la Universidad de León
OAI Identifier:oai:dnet:buleria_____::284550dd07921c00a1c8e0ddb85eadb5
Acceso en línea:https://revista-ebalonmano.unex.es/index.php/ebalonmano/article/view/2472
https://hdl.handle.net/10612/28070
Access Level:acceso abierto
Palabra clave:Deporte
Economía
Marketing
Brand equity
Brand trust
NBA
Purchase intention
Sport management
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spelling Brand equity for NBA stars: focusing on players in the brand equity processValor de Marca de las Estrellas de la NBA: Enfoque en los Jugadores dentro del Proceso de Valor de MarcaGutiérrez Rodríguez, PabloVaquera Jiménez, AlejandroSwanson, SteveFernández Martínez, SilviaSuárez Iglesias, DavidDeporteEconomíaMarketingBrand equityBrand trustNBAPurchase intentionSport management[EN] Sports teams are in a favorable position to build brand equity due to the strong psychological connections experienced by their supporters. However, more context-specific consideration of this process is needed for the role of player brands. To fill this void, this study conceptualizes a player brand equity model which introduces three new constructs to the sport management literature. The results provide strong support for the five proposed dimensions of player brand equity. Trust in player was found to be a strong predictor of player brand equity, which in turn had a significant effect on player-related purchase intentions. The findings provide support for the conceptual model of the player brand equity process. This study extends previous research by conceptualizing a brand equity process which is specifically focused on professional athletes. It does so with the first known inclusions a context-relevant emotion factor and a consumer trust in player construct.[ES] Los equipos deportivos se encuentran en una posición favorable para desarrollar el valor de marca debido a las fuertes conexiones psicológicas que experimentan sus seguidores. Sin embargo, es necesario un análisis más específico en relación con el papel de las marcas personales de los jugadores en este proceso. Para abordar esta brecha, el presente estudio propone un modelo de valor de marca del jugador, introduciendo tres nuevos conceptos en la literatura de gestión deportiva. Los resultados respaldan sólidamente las cinco dimensiones propuestas del valor de marca del jugador. Se identificó que la confianza en el jugador es un fuerte predictor del valor de marca del jugador, el cual, a su vez, tiene un impacto significativo en la intención de compra relacionada con el jugador. Asimismo, los hallazgos validan el modelo conceptual propuesto sobre la creación de valor de marca del jugador. Este estudio amplía investigaciones previas al conceptualizar un proceso de valor de marca específicamente enfocado en atletas profesionales. Además, introduce por primera vez en este contexto un factor emocional relevante y una dimensión de confianza del consumidor en el jugador.SIUniversidad de Extremadura. Servicio de PublicacionesComercializacion e Investigacion de MercadosFacultad de Ciencias Economicas y Empresariales2026info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttps://revista-ebalonmano.unex.es/index.php/ebalonmano/article/view/2472https://hdl.handle.net/10612/28070reponame:BULERIA. Repositorio Institucional de la Universidad de Leóninstname:Universidad de LeónIngléshttp://creativecommons.org/licenses/by-nc-sa/4.0/info:eu-repo/semantics/openAccessoai:dnet:buleria_____::284550dd07921c00a1c8e0ddb85eadb52026-06-24T12:43:27Z
dc.title.none.fl_str_mv Brand equity for NBA stars: focusing on players in the brand equity process
Valor de Marca de las Estrellas de la NBA: Enfoque en los Jugadores dentro del Proceso de Valor de Marca
title Brand equity for NBA stars: focusing on players in the brand equity process
spellingShingle Brand equity for NBA stars: focusing on players in the brand equity process
Gutiérrez Rodríguez, Pablo
Deporte
Economía
Marketing
Brand equity
Brand trust
NBA
Purchase intention
Sport management
title_short Brand equity for NBA stars: focusing on players in the brand equity process
title_full Brand equity for NBA stars: focusing on players in the brand equity process
title_fullStr Brand equity for NBA stars: focusing on players in the brand equity process
title_full_unstemmed Brand equity for NBA stars: focusing on players in the brand equity process
title_sort Brand equity for NBA stars: focusing on players in the brand equity process
dc.creator.none.fl_str_mv Gutiérrez Rodríguez, Pablo
Vaquera Jiménez, Alejandro
Swanson, Steve
Fernández Martínez, Silvia
Suárez Iglesias, David
author Gutiérrez Rodríguez, Pablo
author_facet Gutiérrez Rodríguez, Pablo
Vaquera Jiménez, Alejandro
Swanson, Steve
Fernández Martínez, Silvia
Suárez Iglesias, David
author_role author
author2 Vaquera Jiménez, Alejandro
Swanson, Steve
Fernández Martínez, Silvia
Suárez Iglesias, David
author2_role author
author
author
author
dc.contributor.none.fl_str_mv Comercializacion e Investigacion de Mercados
Facultad de Ciencias Economicas y Empresariales
dc.subject.none.fl_str_mv Deporte
Economía
Marketing
Brand equity
Brand trust
NBA
Purchase intention
Sport management
topic Deporte
Economía
Marketing
Brand equity
Brand trust
NBA
Purchase intention
Sport management
description [EN] Sports teams are in a favorable position to build brand equity due to the strong psychological connections experienced by their supporters. However, more context-specific consideration of this process is needed for the role of player brands. To fill this void, this study conceptualizes a player brand equity model which introduces three new constructs to the sport management literature. The results provide strong support for the five proposed dimensions of player brand equity. Trust in player was found to be a strong predictor of player brand equity, which in turn had a significant effect on player-related purchase intentions. The findings provide support for the conceptual model of the player brand equity process. This study extends previous research by conceptualizing a brand equity process which is specifically focused on professional athletes. It does so with the first known inclusions a context-relevant emotion factor and a consumer trust in player construct.
publishDate 2026
dc.date.none.fl_str_mv 2026
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://revista-ebalonmano.unex.es/index.php/ebalonmano/article/view/2472
https://hdl.handle.net/10612/28070
url https://revista-ebalonmano.unex.es/index.php/ebalonmano/article/view/2472
https://hdl.handle.net/10612/28070
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by-nc-sa/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by-nc-sa/4.0/
eu_rights_str_mv openAccess
dc.publisher.none.fl_str_mv Universidad de Extremadura. Servicio de Publicaciones
publisher.none.fl_str_mv Universidad de Extremadura. Servicio de Publicaciones
dc.source.none.fl_str_mv reponame:BULERIA. Repositorio Institucional de la Universidad de León
instname:Universidad de León
instname_str Universidad de León
reponame_str BULERIA. Repositorio Institucional de la Universidad de León
collection BULERIA. Repositorio Institucional de la Universidad de León
repository.name.fl_str_mv
repository.mail.fl_str_mv
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