Defining Athlete Brand Image (ABI) Athlete Brand Image (ABI) is fundamentally defined as the comprehensive set of beliefs, perceptions, and associations held by consumers or the public regarding a specific athlete. It represents the athlete’s public persona, functioning much like a corporate brand, where the individual is treated as a marketable entity capable of generating […]
Introduction to Athlete Engagement Athlete engagement (AE) is a multifaceted psychological construct that describes the positive, fulfilling, work-related state of mind characterized by vigor, dedication, and absorption experienced by individuals within the context of competitive sport. This concept moves beyond mere participation or compliance, representing a deep, voluntary investment of personal resources—cognitive, emotional, and physical—into […]