Pattern of Fan- player Identification with Athlete Brand Image among University Students

Athlete Brand Image (ABI) consists of three main dimensions: athletic performance, attractive appearance and marketable life style. The purpose of this study was to analysis the pattern of on fan- player identification with athlete brand image. A total of 530 University students completed Scale of Athlete Brand Image (SABI) which developed by Arai, Jae Ko and Kaplandou (2013), and modified Cohen & Perse’s (2003) Identification Scale respectively. Structural Equation Model (SEM) showed that from ABI dimensions, athletic performance and marketable life style has significant path loading on fan- player level of identification. This dimension reflects personality of an athlete and the social perception toward athletes. Therefore, despite athlete’s performance, to enhance fan- player level of identification, athletes and their manger are recommended to invest a substantial part of their activities on generate athlete effective marketable life style. This could be achieved by behaving ethically in and out off the field with sensitivity toward socio-cultural issues, being good role model and good leader for fans, socially responsible, and showing appreciation for fan/ spectators.