Index of Paper Presentations for the Parallel Sessions - Academy of ...

students. These items were measured on a 7-point likert type scale with response categories as strongly disagree (1)and strongly agree (7).ResultsSample Characteristics94% of the respondents were between the age group of 17-27 years and only 6% were between the age group of 28to 43 years. The average age of the respondents was 21 years. All the respondents were well qualified and 83% ofthe respondents were having a graduate degree. 62% of the respondents were males whereas 38% respondents werefemales. Out of the total respondents 48% get the information about IPL and Mumbai Indians from electronic media,15% from online media, 14% from newspapers, 16% from their friends, and only 7% of the respondents visit theteam websites for knowing about the teams. 78% respondents were not willing to travel to distant places to watch thematches of their favorite team. When asked about the frequency of watching IPL matches, 39% agree to watch thematches of their favorite teams only whereas 21% of the respondents watch all the matches of the IPL. 50%respondents watch IPL matches because they view IPL as full of entertainment while 37% people were of the viewthat celebrity player (s), with a mean of 5.98, do have an impact on the image of the team and some people has alsochosen Mumbai Indians as their favorite team because of the presence of celebrity players (Sachin Tendulkar,Kireon Pollard, Lasith Mallinga etc).Measurement modelsA ten-factor measurement model was set up to check the validity and reliability of the modified SBBE model. Aconfirmatory factor analysis (CFA) was conducted to test the measurement model. The values of comparative fitindex (CFI), Tucker-Lewis coefficient (TLI), goodness-of-fit (GFI), adjusted goodness-of-fit (AGFI) and root meansquare error of approximation (RMSEA) were used for evaluating the goodness-of-fit of the model. Results of theCFA indicated the values of CFI, TLI, GFI, AGFI as 0.924, 0.907, 0.946, and 0.915 respectively and these all metthe recommended criteria for acceptable levels (Kelloway, 1998; and Kline, 1998). The value of RMSEA was 0.048which was below the 0.05 criterion (Kelloway, 1998).On the other hand, while checking for the convergent validity of the scale it was observed that the average varianceextracted (AVE) of all the latent variables was well above the cut-off level of 0.5 excluding organizational attribute,organizational commitment, and non-player personnel as 0.17, 0.43, and 0.24 respectively. Also, the constructreliability (CR) of these latent variables was well below the recommended value of 0.7. It was also found that thehighest standardized factor loading for organizational attribute, organizational commitment and non-playerpersonnel was 0.442, 0.437, and 0.376 respectively which was well below the cut-off level of 0.50. These latentvariables were thus dropped from the modified SBBE model. Also, one item each from team history and teamsuccess had the standardized factor loading, 0.464 and 0.406 respectively, which was below the cut-off level, sothese individual items were also dropped from the scale.Organizational attribute was dropped because people do not believe a two-sided loyalty in IPL. They were of theview that the IPL teams (s) are professional and the player (s) playing for them are also professional. Money is theonly thing they crave for rather than being loyal to the fans thus expecting loyalty from team (s) towards their fans isvery rare. Organizational commitment was dropped as we found that people are not aware of the corporate socialresponsibility (CSR) programmes undertaken by the team (s) for paying back to the community. Mumbai Indians isthe team in the IPL which is supporting the „education for all‟ campaign as a part of its CSR but awareness about itamong the people was found very low. The reason for dropping non-player personnel was supported by thequalitative research. People believe that television viewers do not care much about the coach/management or thecheerleaders of the teams as there is no face-to-face or direct interaction between the television viewer (s) and thenon-player personnel of the teams and also advertisements on the television during break-times and too muchchannel switching can be considered responsible for this behavior of the television viewer (s).A seven-factor measurement model was again set up after dropping organizational attribute, organizationalcommitment and non-player personnel and one individual measured items from team history and team successrespectively. CFA was performed again and this time the measurement model was found to be satisfactory. Themodel fit results showed that the measurement model fit the data quite well [chi-square = 212.366, p < 0.001 giventhat df = 149]; importantly CFI, TLI, GFI, AGFI, and RMSEA were found to be 0.964, 0.954, 0.911, 0.942, and0.045 respectively which were as per the recommended values. The average variance extracted and construct