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Spectator-Based Brand Equity and Indian Premier League: An Empirical Assessment in Spectator Sports inEmerging Economies1Anil Gupta, 1Anish Yousaf, and 2Neelika Arora1The Business School, University of Jammu, J&K, India2School of Hospitality and Tourism Management, University of Jammu, J&K, IndiaAbstractPurpose- This paper aims at validating the Spectator-based brand equity (SBBE) model of Ross, Russell and Bang(2008) in context of the television viewers.Design/Methodology/Approach- In the first phase, a pilot study was conducted to find the most recalled team ofthe Indian Premier League (IPL). Based on this, Mumbai Indians was selected for further analysis. A qualitativeresearch was undertaken in the second phase of the research to find out various appropriate associations of peoplewith the teams playing in Indian Premier League. In the third phase a questionnaire was drafted and data wascollected from 220 respondents, who were university or college students having an interest for the Indian PremierLeague and who watch sports on television or pay-per-view channels. The model was tested using structuralequation modeling.
Findings- For television viewers the modified version of SBBE shall be applicable as the model in the present formdoes not capture all the brand association dimensions. Non-player personnel, organizational commitment,organizational attributes, and social interaction were found non-significant among television viewers. Brandassociations dimension was strongly predicted by team rivalry and team success. Interestingly, the unity and coordinationbetween the players of the team and the determination and passion of the players for winning the matchesfor their teams can be suggested for predicting the reliability of the team. The past performance of the team andprevious records of the team also helps in building brand-equity in context of television viewers.Research limitations- Data was collected from respondents interested in professional sport only and the researchexamined one segment of the sport consumer base. Another limitation is from geographical point of view asrespondents were from a particular state and no team from that state was playing in the Indian Premier League. Thiscan have some serious impacts on the brand awareness dimensions.Originality/Value- This is the first study in the sports marketing literature to validate the SBBE model in context oftelevision viewers. All the models developed earlier focused only on full-season ticket holders or on those whowatch sports in stadiums but none of the model focus on television viewers.Keywords: Brand Equity, Branding, Cricket, Fan(s), Spectator-based brand equity, IPL, Teams, Team Branding,Television viewers, Sports Marketing.Article type: Research paperSpectator-Based Brand Equity and Indian Premier League: An Empirical Assessment in Spectator Sports inEmerging EconomiesIntroductionSports occupy an increasingly important place in the economic and social sphere. Sport equivalent to religion forsome, is not only about game, but also contributes significantly to the economies of the countries. From an economicperspective, sports accounts for a significant part of the entertainment and service industries (King, 2004). Sportingevents are highly popular among the consumers as they offer the consumers with an emotional value. Modernconsumers are spending large amount of money and time on attending the sporting events like Olympics, FIFA, ICC,Wimbledon, Formula 1, NBA, and Indian Premier League. These events touch people‟s emotions, their lives; anddeliver a massive, highly-engaged, targeted audience for a brand. Both marketing through sports and marketing ofsports is increasing across the world leading to emergence of new field of study i.e. ―Sports Marketing‖.The most popular sport played in India is cricket despite the fact that it is not the national game of India. Indiancricket has a rich history and has produced a number of world class cricketers. Managed by the Board of Control forCricket in India (BCCI), there are various domestic tournaments like Deodhar Trophy, Irani Trophy, Duleep HazareTrophy, Corporate Trophy, Ranji Trophy etc. None of the above mentioned tournaments were able to catch theattention of Indian people and corporate houses. It was Indian Premier League (IPL), introduced in 2008, whichcaught the attention of the people and corporate houses even before its launch. The interesting features of IPL suchas 20-20 format, involvement of celebrity team owners (Shahrukh Khan, Preity Zinta, Shilpa Shetty), auctioning ofcricketers, multiple celebrity cricketers within a single team and cheerleaders resulted in a greater acknowledgementof IPL by the people.Emergence of IPL resulted in the commercialization of cricket and marketers viewed IPL as an important platform tobuild their brands. DLF Group, India‟s biggest property developer, paid US $50 million to be the title sponsor of thetournament for 3 years from 2008 to 2010. In addition to brand building through sponsorships, some corporate housecame forward for buying the teams resulting in creation of team brands. Sports teams always act as a bridge betweenthe spectators and the sports and are connected to the heart of the people.Commercialization of sports and progressive service selling by the teams has become an antecedent to bringprofessionalism in the sport industry.Today sports and respective teams compete with other leisure offerings, and therefore managing good relationshipswith their fans and other stakeholder groups such as the corporate sponsors (Bauer, Sauer, and Schmitt, 2005)becomes critical. In modern highly competitive sporting era, every team management is interested in building itsteam as a strong and global brand and win fan loyalty. It has been observed that higher loyalty of fans ensure theirinvolvement in the teams activities and leading to economic success of the team. In a survey done by Gallup
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Proceedings2012 ACADEMY OFINDIAN MA
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Anna-Lena Ackfeldt and *Neeru Malho
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A few studies have explored audienc
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Referring to Table II, data also re
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Table I.Descriptive statisticsMean
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Developing a Conceptual Framework f
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1. IntroductionLuxury has its origi
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Figure 1: Dimensions that different
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(India and China to spur luxury gro
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(―Premium Brands Luxuriate in Chi
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use of these forms of money for lux
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the latest additions to the brands
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Western individualism (Ramamoorthy,
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watches to satisfy themselves and t
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It may be stated that the different
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―JWT releases first ever study on
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Wiedmann, K. P., Hennings, N. and S
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(Source: TRAI)India is the second l
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suggested that benchmarking of the
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Kapoor 1 reported that business sub
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The parameters for which the respon
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Four factors were extracted, togeth
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DiscussionThe key insights from the
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eturn on marketing investment. Reta
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What is Proximity marketing?Proximi
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Conjoint AnalysisFor identifying di
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Government service/ retail organiza
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Local franchisees too prefer the re
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Adoption of alternate Technologies-
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ooth_campaign.htmlMcGovern, G.J., C
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Smirnova Maria, 0079217505094, smir
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strategy, the less might be importa
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CustomerorientationH1aPlatforminnov
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Morgan, R.E. & Berthon, P. (2008).
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judged. On the other hand, Brand (1
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hairstyles are ‗Afro-centric‘ o
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METHODSubjectsConvenience sampling
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Use of hair extensions a symptom of
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When asked to state their reasons f
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The third most predominant reason f
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Khumalo, N.P., Jessop, S., Gumedze,
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that influence the diffusion of gra
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future studies. Perry (1998) has br
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acquired during times of a bad catc
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innovation. The adopter might be in
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availability to the adopter, (2) la
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affective responses through nonverb
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Researchers acknowledge that advert
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markets as a form of sexual appeal
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constant, sexual illustrations had
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Table 2Categories and Proposed Cate
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construct Definition Examples of PV
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of understanding the type of persua
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Hovland, R., MacMahan, C., Lee, G.,
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Role of Gratitude and Obligation in
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obligation. Therefore, it is impera
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development of long term business r
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fulfilment of their desire for reco
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intentional, it has incurred some c
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This study is intending to use surv
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Cannon, Joseph P., Ravi S. Achrol,
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Martin, C. A. & Bush, A. J. (2000).
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Can we manage the influence of role
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Affective commitment (AC) refers to
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transactional theory,we draw upon t
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RESULTSConsistent with prior resear
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empowerment are perceived to be hig
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Agarwal, Sanjeev and Sridhar N. Ram
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Meyer, John P. and Natalie J. Allen
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TABLE 1CORRELATIONS FOR THE CONSTRU
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&Prof Geoff Bick(E: geoff.bick@gsb.
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and Reinartz, 2006) and sales (Ahea
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The discourse on CRM has made a tre
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These studies demonstrate that impl
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3. Conceptual frameworkThis section
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This approach is fully supported by
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The table below presents the verbat
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given by respondents are given in t
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With regards toinstitutional factor
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REFERENCESAhearne, M., Rapp, A., Ma
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(5), pp.485-508Gupta, S., Lehmann,
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RIA Policy Brief N.1, pp1-4.Scott,
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In order to understand individual c
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Research DesignResource based view
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Frank H.A. and D‘Souza J. (2004),
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Yang Q., Mudambi R. and Meyer K.E.
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INTRODUCTIONPeople in various parts
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More importantly, environmental con
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However, a number of studies have i
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pro-environmental behaviour.ANTECED
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Role of family is particularly rele
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was further revealed that though co
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This paper provides comprehensive f
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Lepisto, L. R. (1974). An Empirical
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Zimmer, M., Stafford, T. F., and St
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HypothesesCSP and Brand Equity: Ins
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Rural Penetration of Life Insurance
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life) held by an Indian consumer is
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the state of Andhra Pradesh, micro
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The data wascollected from the agen
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The percentage of ULIP business to
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public sector LIC has many satellit
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Significance of t-test is less than
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Significance of t-test is less than
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Physical presence of at least satel
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Examining the association between G
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Cross-tab analysis of economic gree
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Holbrook, M. B. (1986). Emotion in
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Model 2 - Formative Second Order Fa
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We used a 2-step structural equatio
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Measurement Model Misspecification
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DR. RAJNISH JAINAssociate Professor
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Modern retailing is aimed at facili
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and further reported that mood, inv
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strong feelings of pleasures from s
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Scale Development: Scientific proce
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Confirmatory Factor Analysis: Explo
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DISCUSSION
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Retail customer experience is a ref
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Diep, V. and Sweeny, V. (2008), ―
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Sandstorm, S., Edvardsson, B., Kris
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2. LITERATURE REVIEW2.1. Competing
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customer satisfaction (Bolton 1998,
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To account for common method varian
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Page 264 and 265: Deighton 2009) from the marketer to
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Page 270 and 271: Coping With Service Failure: The mo
Page 272 and 273: stress. Secondary appraisal relates
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Page 278 and 279: students were recruited from variou
Page 280 and 281: Main effects of brand reputationRes
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Page 290 and 291: QuickTime and adecompressorare need
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Page 296 and 297: The social networking site revoluti
Page 298 and 299: strategy due to its impact brand tr
Page 308 and 309: Cova, B., & Pace, S. (2006). Brand
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Page 314 and 315: Team-branding, thus, becomes an imp
Page 316 and 317: students. These items were measured
Page 322 and 323: Gladden, J.M. and Funk, D.C. (2002)
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Page 328 and 329: Reaction to Advertisements and Bran
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Page 340 and 341: SERQUAL Scale‖, Journal of Retail
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Page 352 and 353: A nation‘s capacity embodies the
Page 354 and 355: ―…there is a lot of good work b
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impacts of message concreteness in
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2004; Lee, Keller, and Sternthal 20
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Second, to examine the manipulation
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The message concreteness manipulati
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instructions) to different kinds of
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Processing: Review and Extensions,
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May, 2012a. Lillian L. Cheng, Cheng
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senses from experiences. It is a ba
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Acceptability and the Type of Infor
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IntroductionRetail banking is an es
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servicescape of retail banks in Sin
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specific aspects of service environ
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commenting in 1970 that ―For bran
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well as NSSM theory leaves signific
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experience inside the servicescape
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QuickTime and adecompressorare need
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Several observational visits were p
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spending your time there. I don‘t
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‗Our bank is located in the centr
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That servicescape can be utilized s
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McGivern, Y. (2006). The Practice o
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