A Multi-Dimensional Model Integrating Social Influence and Brand Performance: An Empirical Study on the Commercial Value of CBA Players

Abstract

With the rapid advancement of China’s sports sector and the increasing professionalization of the Chinese Basketball Association (CBA), the market value of elite basketball athletes has drawn wide attention in both scholarly and commercial fields. Existing studies, however, have mostly emphasized sporting performance and public visibility, while paying less attention to the significance of online influence and sponsorship outcomes in shaping players’ overall value. Taking CBA athletes as the research sample, this paper develops a multi-dimensional assessment framework that integrates sporting indicators, social influence, and brand partnership effectiveness. Methodologically, the research adopts a mixed approach combining literature review, factor and regression analysis, along with case comparisons of influence-oriented and performance-oriented players. The findings indicate that athletes with stronger online influence secure more collaborations and broader exposure, whereas technically skilled players show higher efficiency in premium endorsements and stable value accumulation. Moreover, a significant correlation exists between online presence and sponsorship numbers, as well as a moderate positive link between performance indicators and brand premium capacity. The results demonstrate that incorporating social and brand dimensions yields a more comprehensive picture of athlete market value, offering theoretical refinement and practical guidance for agencies, brands, the league, and players themselves in strategic planning.