CR 7 - The Global Brand Icon

Key Points

CR7 influences multiple sectors including fashion, fitness, and lifestyle, reshaping cultural norms.
Utilizing the brand identity prism, the study demonstrates CR7's role in global marketing and influence.
Applying celebrity endorsement models, the research highlights CR7's unique position in commercial branding.
The findings suggest that CR7’s brand transcends sports, impacting markets and nations alike.

Abstract

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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Cite This Study

Vijay et al. (Sun,) studied this question.

synapsesocial.com/papers/68e02f40f0e39f13e7fa29ee https://doi.org/https://doi.org/10.36948/ijfmr.2025.v07i05.56405

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