Pre-understandings are described as presumptions for the concept of understanding to even exist and affects the way humans interpret reality as well as the direction of scientific research (Gadamer, referred in Gilje et al., 2007, s. 179). An important component of pre-understandings are our personal experiences, which are always present in our consciousness and affects our interpretation of the world (Gilje et al., 2007, s. 183). As interpretive research particularly reflects the author’s interpretation (Bryman & Bell, 2005, p. 443), this type of research requires pre-understandings to be described (Geanellos, 1998, p. 238). Consequently, we should not strive towards being completely objective in our research, but instead make use of the understandings we hold to our advantage (Geanellos, 1998, p. 238). In the context of this research, both of us had our own previous experiences of AI, as well as our own interpretations of what it is and how it can be utilized. Furtherm...
especially professional golfers must have personal brand.To increase their performance, professional golfers use a range of specialists including sport psychologists, fitness trainers and specialist coaches. This has major financial ramifications for athletes thus, having a strong personal brand might help them to attract sponsorships. Still, little study has been done in South Africa on the personal branding of professional golfers. The present study sought to
investigate the relevance of personal branding for professional golfers and pinpoint the techniques that may be used to improve their personal brand in order to close this knowledge vacuum. Using a semi-structured approach, the study participants consisted in Professional Golfers of South Africa (PGA of SA) members, instructional professionals, and golf
managers. The results of the study verified that the success of profeffectiveness and determined consumer make purchase decisions from information they receive from advertisements. Consumer’s attitudes toward advertising messages are vital in assessing the effectiveness of advertisements. Lu, Chang, and Chang (2014) examined consumer attitudes toward advertising messages and purchase intention in online readers. Blog posts can be a vital online marketing tool for marketers. Lu et al. (2014) determined products recommended
In blog posts have higher brand awareness
Consumers have highly positive attitudes toward sponsored recommendation posts, which improves purchase intention. The directly-monetary and indirect monetary benefits received by the bloggers have no significant effect on readership attitudes. Some products have more emotional appeals in advertisements. Akbari (2015) explored the effect of different advertising appeals on advertising attitude and consumer purchase decision. There are beneficial insights of advertising appeals for advertising practitioners and academics on designing different
products. Akbari (2015) determined that both advertising appeals have a positive effect on advertising attitude and purchase intention. Social media can influence consumer purchase intentions. Amornpashara, Rompho, and Phadoongsitthi (2015) investigated the relationship between people's purchase intentions and how they use social media. Amornpashara et al.
(2015) determined key factors that influence people's purchase intentions to include (a) the recreational message, (b) the involvement in the recreational message, (c) commercial advertising, (d) the group to which people aspire to belong and (e) perceived ease of use.essional golfers depends much on personal branding. Improving golfing performance and the way they behave during the tournament were the found techniques to strengthen
Personal branding All of these elements
help to explain the supposed athletic performance.Brogan (2015, p. 7) describe appealing look as an athlete's physical attractiveness and body fitness on the field. Furthermore helping an athlete's appealing appearance include personal style, fashion, or "any outward unique features" (Arai et al., 2014, pp. 97-106). Constantinescu (2016, p. 360) contends that the athletes can greatly enhance their brand image perceptions by using the attractiveness of a
fit body since it will always sell. Moreover, if an athlete has a distinctive personal style and their body fit their athletic code, their brand image will be improved (Yu, 2017, p. 12). Together, all of these physical appealing aspects help to define an athlete's brand image (Arai et al., 2014, Marketable lifestyle, defined by Arai et al. (2014, pp. 97–106) as off-field marketable traits possessed by an athlete, Constantinescu (2016, p. 360) contends that in order to improve the impression of their brand image, sportsmen should decide to focus on
selling their life story. This strategy can be more successful since it lets people relate to the athlete's daily life instead of focusing just on their remarkable performance. Athletes can also highlight their values and abilities by participating in a range of social events and companies outside of their athletic discipline using personal branding (Arai et al., 2014, p. 97-106; Johnson, 2019). The way athletes engage with media, sponsors, and fans will also affect
Their brand image perceptions
Therefore, the life story and relationship efforts of an athlete will define whether society will see them as a role model worth emulating, thereby impacting their athlete brand image (Brogan, 2015, p. 7; Yu, 2017, p. 12).To develop their own distinctive selling proposition, entiating the opinions about an individual's values, qualities, beliefs, and activities helps one (Parmentier and Fischer, 2012, pp. 106–124; Potgieter and Doubell, 2018, pp. 1–13).Sport
has evolved into a complete entertainment sector mostly dependent on marketing to reach success (Bauer et al., 2008, pp. 205-226). Sport teams must constantly modify their branding strategies and adapt to the evolving professional environment, claims Kaynak et al. (2008, pp.336–357). Sport teams will thus set themselves apart from their rivals and stay especially
original. Rein et al. (2015, pp. 147–178) claim that sport teams have to be successful on and off the field. Carlson and Donavan (2013, pp. 193–206) emphasizes how a good brand image could affect a team's general value and position. To fit the expanding entertainment sector, sport teams must increase their brand equity, therefore increasing the value of their brand. Sponsorships will thus be more eager to engage with teams with a higher brand image
Conclusion
sportsmen with a stronger brand image land greater sponsorship offers (Brogan, 2015, p. 5). For their whole financial situation, professional sportsmen thus depend on personal branding. Given its distinctive character, golf is one of the sports where personal branding is absolutely important. Moreover, sponsorships significantly affect the development of the golfer. Furthermore sought for by sponsors are people having a unique personal brand (Hodge and Walker, 2015, p. 112–131). Professional golfers, in their quest of success, depend critically on personal branding; yet, it is crucial to understand that it is one of several elements (Roos
et The purpose of this study is to investigate the importance of personal branding for professional golfers in order to find techniques to improve their own brand. Research on personal branding of professional golfers in the South African setting is lacking. This study intends to close this gap by offering professional golfers insightful analysis and direction on how they could grow and foster their personal brand. Professional golfers with strong
personal brands are more likely to be successful over a long length of time (Arai et al., 2013, selling daily lifestyle, and properly leveraging social media as a communication tool. To guarantee success in their professional golf and better sponsorship agreements, the study emphasizes the need of players, coaches, and management learning more about the idea of
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