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Article
Publication date: 29 May 2020

Faheem Gul Gilal, Naeem Gul Gilal, Beenish Tariq, Rehman Gul Gilal, Rukhsana Gul Gilal, Zhenxing Gong and Nisar Ahmed Channa

Using two theoretical lenses – social identity theory and generation cohort theory – the present study analyzes the influence of sport motivations (i.e., patriotism, drama…

Abstract

Purpose

Using two theoretical lenses – social identity theory and generation cohort theory – the present study analyzes the influence of sport motivations (i.e., patriotism, drama and excitement of the game, nostalgic associations, interest in star players and social influence) on the intentions to watch the International Cricket Council (ICC) Twenty-20 (T20) World Cup of three different generation cohorts (i.e., Generations X, Y and Z).

Design/methodology/approach

Data were collected from N = 499 cricket lovers from Pakistan based on a non-probability sampling technique. Exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modeling (SEM) and multi-group modeling techniques were used as methods.

Findings

SEM results show that cricket fans' intentions to watch the T20 World Cup are positively influenced by patriotism, drama and excitement of the game, and social influence. The results of multi-group modeling reveal significant differences between Generation X-ers, Y-ers and Z-ers regarding the effect of sport motivations on their intentions to watch the ICC T20 World Cup. Specifically, our findings show that for X-ers, interest in star players and nostalgic associations are the main motivations behind watching the T20 World Cup, whereas drama and excitement appeared to be an important predictor for Y-ers, and patriotism and social influence are more likely to increase Z-ers' intentions to watch the T20 World Cup.

Originality/value

This study is the first of its kind to report the motivations of Generations X, Y and Z to watch the T20 World Cup.

Details

International Journal of Sports Marketing and Sponsorship, vol. 22 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

Article
Publication date: 17 August 2018

Muhammad Kashif, P.M.P Fernando and S.I. Wijenayake

The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions

Abstract

Purpose

The purpose of this paper is to investigate the effect of patriotism, nostalgia, drama and excitement of the game, and interest in star players to predict fans’ intentions to follow one-day cricket in near future. Furthermore, social influence is positioned as a moderator to enrich the understanding of fans’ motives to follow one-day cricket.

Design/methodology/approach

The data are collected by means of a cross-sectional survey conducted among 609 university students enroled in Pakistani and Sri Lankan universities. The collected data are analysed by employing a structural equation modelling procedures to reach meaningful conclusions.

Findings

The variables of patriotism, nostalgic associations, excitement and drama of the game, and interest in star players are found to positively relate to the fans’ intentions to follow one-day cricket in near future. However, the moderating effects of social influence only moderated with interest in star players, which has practical and theoretical implications.

Originality/value

The study is an original contribution to the field of sports marketing. The proposed relationships are based on social identity theory paradigm. Furthermore, the moderating effects of social influence and a multi-country data are unique to this study. Finally, in previous studies, football fans’ motivation and test-match cricket fans’ motivations are studied, hence one-day cricket as a context is also unique to this study.

Details

International Journal of Sports Marketing and Sponsorship, vol. 20 no. 1
Type: Research Article
ISSN: 1464-6668

Keywords

Abstract

Details

Sport Business in Leading Economies
Type: Book
ISBN: 978-1-78743-564-3

Abstract

Details

Seven Faces of Women’s Sport
Type: Book
ISBN: 978-1-78743-711-1

Article
Publication date: 7 August 2017

Sarah Gee, Michael P. Sam and Steve J. Jackson

The purpose of this paper is to examine the nature, frequency, and duration of alcohol-related promotions and crowd alcohol consumption during major sports events…

Abstract

Purpose

The purpose of this paper is to examine the nature, frequency, and duration of alcohol-related promotions and crowd alcohol consumption during major sports events broadcasted on the SKY Sport network between September 2011 and February 2012.

Design/methodology/approach

Content analyses for various categories of alcohol-related images were conducted, including a novel inclusion of analysing crowd alcohol consumption.

Findings

The results provide empirical evidence that sponsorship and activation-related activities of alcohol brands subvert national regulations that ban alcohol advertising during daytime television programming.

Originality/value

The results serve to sensitise researchers, practitioners, policy makers, and regulators to the prevalence of incidental alcohol promotional material within the overall televised alcohol advertising mix and the broader societal exposure to such images. This research also informs readers that alcohol companies and media outlets produce alcohol-related marketing that may not be in-line with the meaning and/or intent of laws.

Details

International Journal of Sports Marketing and Sponsorship, vol. 18 no. 3
Type: Research Article
ISSN: 1464-6668

Keywords

Book part
Publication date: 20 September 2021

Keith D. Parry, Jessica Richards, Jo Batey and Aila Khan

Australian cricket has traditionally been an exemplar of hyper-masculine sporting conservatism. However, cricket, as with a number of Australian sports, has recently…

Abstract

Australian cricket has traditionally been an exemplar of hyper-masculine sporting conservatism. However, cricket, as with a number of Australian sports, has recently introduced an elite women's league. Despite growth in participation and funding of women's cricket, it remains poorly understood at the elite level and particularly its fans. Drawing on the concept of gender-bland sexism (Musto et al., 2017), we investigate differences in fan engagement and perceptions of men's and women's cricket matches. Through a case study of Australian Women's Big Bash cricket team the ‘Sydney Sixers’, this chapter explores how women's cricket was experienced on match-day by fans, as well as perceptions of the value and quality of attending women's professional cricket. We first undertook participant observation at matches to understand how women's cricket was delivered, experienced and engaged with by fans. These observations informed a survey which was distributed to club members. Our findings suggest that there continue to be noticeable differences in the presentation of women's matches when compared to their male equivalents, providing evidence for the presence of gender-bland sexism in areas other than sports media.

Details

The Professionalisation of Women’s Sport
Type: Book
ISBN: 978-1-80043-196-6

Keywords

Article
Publication date: 19 June 2017

Anish Yousaf, Anil Gupta and Abhishek Mishra

Sport teams not only compete with other teams for the ultimate prize but also for a share of customer mind space. For winning fan loyalty and resultant economic success…

1050

Abstract

Purpose

Sport teams not only compete with other teams for the ultimate prize but also for a share of customer mind space. For winning fan loyalty and resultant economic success, management of sport teams need to focus on team-branding, and thus, developing and measuring a team’s brand equity becomes essential, which is the core purpose of this paper.

Design/methodology/approach

Current work builds upon previous efforts to develop a reliable and, more importantly, a parsimonious sport team brand-equity (STBE) index, as opposed to the usual multi-dimensional reflective scales, too complicated and not of much use to practitioners.

Findings

The authors propose that the STBE index having eight indicators is enough to capture the full domain of the concept and provide a snapshot about the ability of a team’s administration to create strong emotional bonds with its fans.

Research limitations/implications

Apart from demographics of the respondents, an important drawback is that the STBE index is from the perspective of television or online viewers and not those watching live in stadiums. This work contributes to extant sports brand equity literature by proposing a simpler scale made of casual variables, as opposed to reflective scales running into large number of similar items, a first of its kind in this domain. The authors also are able to forward the growing call for developing more of such scales through this effort.

Practical implications

Not only can the present scale be easily used by sport-marketers and researchers, it will be especially useful for marketing managers who want to associate their brands with sport teams, as it affects performance of their own brand.

Originality/value

The work represents a novel effort for developing a team-based brand equity and, to the authors’ knowledge, has not been attempted in this literature before.

Details

Journal of Indian Business Research, vol. 9 no. 2
Type: Research Article
ISSN: 1755-4195

Keywords

Book part
Publication date: 19 November 2018

Fatima Aziz

Anglo-centric scholarship understands authenticity of online mediated performance for acquiring fame as a context-dependent claim, requiring labor in displaying a…

Abstract

Anglo-centric scholarship understands authenticity of online mediated performance for acquiring fame as a context-dependent claim, requiring labor in displaying a vulnerable self that is evaluated and validated by a relevant audience. This book chapter examines this concept in a non-Western context through a case study of a Pakistani microcelebrity, Qandeel Baloch. By explaining how Pakistani broadcast celebrity performances continue to be evaluated by religious and moral standards, this analysis finds how a transgressive performance shapes an authentic microcelebrity claim on social media.

Details

Microcelebrity Around the Globe
Type: Book
ISBN: 978-1-78756-749-8

Keywords

Article
Publication date: 23 December 2021

Khurram Sharif, Nauman Farooqi, Norizan Kassim and Mohamed Zain

This study aims to focus on how informal value transfer networks, Hawala business in particular, used social exchanges in their business dealings. More specifically, the…

Abstract

Purpose

This study aims to focus on how informal value transfer networks, Hawala business in particular, used social exchanges in their business dealings. More specifically, the conducted research looked into how social exchange theory was used in Hawala business relationship initiation and management.

Design/methodology/approach

Twenty-one depth interviews were conducted with Hawala Network members, and Hawala customers, in Qatar, Saudi Arabia and Pakistan. The collected qualitative data were analyzed through content analysis and NVivo 11 software.

Findings

The study outcome indicated that Social Exchange Theory was a principal relationship driver in Hawala Networks. Especially, trust had a pivotal role in evolvement and nurturing of Hawala Network business and social exchanges. Other relationship variables, namely, reciprocity, religious affiliation, reputation and information sharing had a significant part in relationship building as well. Results supported a prominent influence of time in carefully controlled and rigorously assessed transformation of Hawala relationships. This metamorphosis converted an exchange from short-term into a long-term orientation where limited amount transactions changed into large sum transactions and restricted information exchange moved to elaborate information sharing. In addition, findings revealed that monetary and non-monetary interactions between Hawala Network members took the form of a homogeneous club, with shared social, cultural, religious and ethnic values. In particular, financially constrained and illiterate social groups preferred Hawala services due to ease of servicing in the form of minimal bureaucracy, fast transfers and low service charges. These marginalized fractions of society had limited access to formal banking which made Hawala business their main (and in most cases only) source for sending and receiving financial remittances. Hawala Networks provided an effective alternative to formal banking for disadvantaged communities.

Originality/value

This study provided unique and useful insights into the nature of social exchanges within Hawala Networks. Especially, it provided clarification on how informal networked businesses used Social Exchange Theory to by-pass the need for legal protection and formal contracts. Furthermore, the study highlighted the role Hawala business played in providing essential banking services (e.g. transfer of money and micro-lending) to educationally and economically deprived individuals.

Details

Society and Business Review, vol. 17 no. 3
Type: Research Article
ISSN: 1746-5680

Keywords

Book part
Publication date: 9 December 2009

Abstract

Details

Tourism Branding: Communities in Action
Type: Book
ISBN: 978-1-84950-720-2

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