The Dark Side of Athlete Influence: How Social-Media Behaviour Can Dilute Club Brand Equity and What Governance Mechanisms Work
Abstract
The present study examines how footballers' social media behaviour can be a double-edged sword for club brand equity. By applying Aaker's four brand equity dimensions as the main lens, the present study explores the underlying reasons of why star athletes act as human brands for sports clubs. The model also portrays that star athletes' scandals can create negative publicity, undermining club's brand equity. Overall, by using examples including star athletes such as Özil and Ronaldo, the present study concludes that star athletes' social media operations can be a duo-edged sword. The present study illustrates that proactive guidance is required to protect brand values and sustain brand equity.
Fields of Study & Subjects
Consumer Behavior in Brand Consumption and Identification
Digital Marketing and Social Media
Sports
Gender
and Society
Publication details
- Journal / source
- Advances in Economics Management and Political Sciences
- Volume
- 250
- Issue
- 1
- Pages
- 253–261
- Publication date
- 2 February 2026
- Language
- EN