Paper Title
RESEARCH ON THE INFLUENCE OF ATHLETE PRESTIGE AND ATHLETE DISTINCTIVENESS ON ATHLETE'S BRAND IMAGE

Abstract
Abstract – This study empirically investigates the relationships between Athlete Prestige, Athlete Distinctiveness, and Athlete Brand Image. A sample of 544 respondents participated in the study, providing data for analysis. The findings demonstrate a significant positive association between Athlete Prestige and Athlete Brand Image, indicating that higher levels of prestige contribute to the establishment of a positive and favorable brand image for athletes. This brand image plays a crucial role in shaping their market value, endorsement opportunities, and overall career advancement. Similarly, the study reveals a significant positive correlation between Athlete Distinctiveness and Athlete Brand Image, suggesting that athletes with distinctive attributes are more likely to attract attention and cultivate a unique and appealing brand image. Future research directions in this domain could explore additional factors that influence Athlete Brand Image, such as athletes' social influence and their strategies for image management. Furthermore, investigating consumer perspectives on the evaluation and preference of athlete brand image, as well as their perceptions of athlete prestige and distinctiveness, would provide valuable insights for both academic research and practical implications in the field of athlete branding. Keywords - Athlete Prestige, Athlete Distinctiveness, Athlete Brand Image.