Image management in sport organisations: the creation of value

Sports organisations, in their function as social phenomena, project an image to their environment. This image derives from a variety of facets: the connotations of the sport, the personalities of its leading exponents, its system of awards, etc. Sport encompasses a rich range of values and symbols. All these aspects can be expressed in image. The concept of image within the framework of marketing has been ascribed many meanings. It has been defined as:

As Campbell (1963) noted, these varying definitions are simply a reflection of a proliferation of authors and not a case of numerous phenomena. One problem with...