Analysis reveals CR7's impact as a brand through celebrity endorsement and cultural phenomenon.
Cristiano Ronaldo has transformed from a footballer into a global brand icon – CR7. This paper examines how his identity extends beyond sports into fashion, fitness, lifestyle, and global influence. Using Kapferer’s Brand Identity Prism, McCracken’s Celebrity Endorsement Model, and Destination Branding theory, the study highlights how CR7 operates as both a commercial brand and a cultural phenomenon that impacts fans, markets, and even nations.
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Vijay et al. (2025) studied this question.
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