BibTex RIS Kaynak Göster

ESTABLISHING ATHLETE BRAND in CRIKET: FAN’S PERCEPTION ABOUT FOREIGN CRICKETERS in PAKISTAN SUPER LEAGUE (PSL)

Yıl 2016, Cilt: 7 Sayı: 3, 23 - 39, 12.09.2016

Öz

The purpose of this study was to investigate Pakistani fans in the context of athlete branding regarding foreign cricketers in the country’s first ever cricket league. Athlete brand attributes and athlete brand implication discussed with 15 fans of foreign cricketers via semi-structured interview. The components of athlete brand are related with on-field attributes (behavior, team, achievements, style of play and skills) and off-field attributes (physical attraction, lifestyle, personal appeal, ethnicity and entertainment). In turn, implication of athlete branding contributed in the domain of athlete loyalty (media following, creating their own narratives, positive word-of-mouth, resistance to change and commitment), athlete’s team loyalty (team substitution, supporting multiple teams and revenue generation) and athlete’s sponsors loyalty. The implications of these findings for building and managing an athlete’s brand are also discussed. 

Yıl 2016, Cilt: 7 Sayı: 3, 23 - 39, 12.09.2016

Öz

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Ayrıntılar

Bölüm SPORT MANAGEMENT
Yazarlar

Ali Hasaan

Yayımlanma Tarihi 12 Eylül 2016
Yayımlandığı Sayı Yıl 2016 Cilt: 7 Sayı: 3

Kaynak Göster

APA Hasaan, A. (2016). ESTABLISHING ATHLETE BRAND in CRIKET: FAN’S PERCEPTION ABOUT FOREIGN CRICKETERS in PAKISTAN SUPER LEAGUE (PSL). Pamukkale Journal of Sport Sciences, 7(3), 23-39.