Athlete Brand Congruence as a Measure to Evaluate Brand Identity and Image Fit

The paper presents a novel approach to assess athlete brand identity by introducing the concept of brand congruence, which measures the alignment between an athlete’s intended brand image and consumer perceptions. This study leveraged five case studies involving elite athletes and their brands, with the participation of n = 794 consumers through an online survey. The application of Confirmatory Factor Analysis not only validated the effectiveness of the scale in evaluating athlete brand identity from the consumer perspective but also demonstrated its value in bridging the gap between athlete and consumer opinions. The measurement of athlete brand congruence serves as a crucial tool for gauging the harmony between desired and perceived brand attributes, providing valuable insights into athlete brand performance and specific areas for enhancement. This research contributes to the ongoing exploration of athlete branding and its implications for athletes, marketers, and consumers alike, adding to the broader discourse on this pertinent and relevant topic within today’s sports industry landscape.