37 This research explores the role of athlete on-field and off-field brand image on consumer 38 commitment toward the athlete and associated team, preference by athlete’s sponsor, and the 39 mediating effect of consumers’ self-brand connection on these relationships. Data were 40 collected from fans of soccer players through a cross-sectional survey promoted on social 41 media platforms. A partial least squares structural equation model examined the direct effects 42 of both athlete brand dimensions on athlete commitment, team commitment and athlete 43 sponsor preference, and the indirect effects mediated via self-brand connection. The results 44 indicate that athlete on-field image is significantly related to athlete sponsor preference, while 45 the off-field image influences athlete commitment and team commitment. Self-brand 46 connection is influenced by athlete off-field image, and mediates the relationship between 47 off-field image and athlete commitment. This study contributes to a better understanding of 48 how to manage athlete brands and linkages between fans, athletes and associated entities. 49 50

中文翻译：

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自主品牌联系在运动员品牌形象与球迷结局之间的关系中的作用

37这项研究探讨了运动员的场上和场外品牌形象对消费者的影响38对运动员和相关团队的承诺，运动员赞助商的偏爱以及消费者对这些关系的品牌影响39中介作用。通过在41个社交媒体平台上推广的横断面调查，从足球迷中收集了40个数据。偏最小二乘结构方程模型检查了运动员品牌维度对运动员承诺，团队承诺和运动员43赞助者偏好的直接影响42，以及通过自品牌联系介导的间接影响。结果44表明运动员的场上图像与运动员的赞助商偏好显着相关，而45的场外图像会影响运动员的承诺和团队承诺。自主品牌46的连接受到运动员场外形象的影响，并调解47场外形象与运动员承诺之间的关系。这项研究有助于更好地理解48如何管理运动员的品牌以及球迷，运动员和相关实体之间的联系。49 50