Love me or hate me: Predictors of perceived athlete image

Kenon A. Brown, Ziyuan Zhou, Qingru Xu

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

3 Scopus citations


In Kruse's "Apologia in Team Sport," published in 1981, she argued that the image repair of athletes or sports organizations was not an issue of importance, because—in the context of sports—"winning isn't everything; it's the only thing". However, the globalization of sports and the expansion of mass media greatly increase the media attention athletes and teams received, in which even a most private conflict could lead to a destructive damage of an athlete's public image. Established from a source-oriented perspective, the case study approach, which is typically driven by rhetorical analysis or content analysis, evaluates image repair strategies utilized by accused parties by analyzing mediated content, such as public statements from athletes or teams, sports news coverage, or fans' responses on social media. One athlete might possess certain characteristics that potentially influence people's judgment about the dependent variables. Future research should replicate the study using other athletes or situations.

Original languageEnglish
Title of host publicationReputational Challenges in Sport
Subtitle of host publicationTheory and Application
Number of pages12
ISBN (Electronic)9781351677615
StatePublished - Jan 1 2018

Bibliographical note

Publisher Copyright:
© 2018 Taylor & Francis.

ASJC Scopus subject areas

  • General Arts and Humanities
  • General Social Sciences


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