Constructing brand image: the brand attributes of Muslim women athletes

Purpose Athlete brand attributes influence fan and customer perceptions and contribute to their brand image. These attributes are particularly important for Muslim women athletes, who face numerous unique branding challenges in Muslim communities. This study aims to explore the brand attributes of Muslim women athletes within Muslim communities by identifying the brand traits associated with women athletes. Design/methodology/approach This study adopted a qualitative design. Ten experts with professional or academic experience in athlete image, fan culture, sports communication and gender in sport were interviewed to explore the marketing and sociocultural dimensions shaping Muslim women athlete brand attributes. Coding was done using reflexive thematic analysis. Findings The study identified three distinct categories of brand attributes among Muslim women athletes: positive attributes that enhance brand image, conditional attributes that yield positive impacts when present and produce negative effects when absent and attributes that negatively influence brand perception. These findings emphasize the relevant attributes through which Muslim women athletes can cultivate a culturally resonant and impactful brand image. Originality/value This study contributes original insights by conceptualizing Muslim women athletes’ brand attributes through a culturally grounded, interpretive lens. By classifying attributes as positive, conditional and negative, this study advances the athlete branding literature beyond performance-centered models. Furthermore, it highlights the sociocultural complexities that shape brand perceptions in Muslim contexts.