The rapid development of media technology has largely expanded individuals’ social network and empowered them to engage in self-branding activities at an unprecedented pace and level, in which each individual treats himself/herself as a brand and markets it to interested audiences in his/her social network (Marwick, 2010; Rampersad, 2008). Similar to the general brand, one’s self-brand is a cultural and ideological object that reflects cultural rituals and social dynamics. A thorough exploration of fans’ desired self-image, in conjunction with selfbranding behavior, could help sport teams, corporate sponsors, and athletes understand their fans and further frame the match-up effect through branding practices.

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通过NFL队友的自我烙印：球迷想要的自我形象及其对品牌实践的启示

媒体技术的飞速发展极大地扩展了个人的社交网络，使他们能够以前所未有的速度和水平参与自有品牌的活动，在这种活动中，每个人都将自己视为品牌，并将其推销给感兴趣的受众。她的社交网络（Marwick，2010; Rampersad，2008）。与一般品牌类似，个人品牌是反映文化习俗和社会动态的文化和思想对象。全面探索粉丝期望的自我形象，结合自我品牌塑造行为，可以帮助运动队，企业赞助商和运动员了解他们的粉丝，并通过品牌实践进一步构筑比赛效果。