Attachment points, team identification and sponsorship outcomes:evidence from theIndian Premier League

Kamath, Giridhar B and Ganguli, Shirshendu and George, Simon (2020) Attachment points, team identification and sponsorship outcomes:evidence from theIndian Premier League. International Journal of Sports Marketing and Sponsorship. ISSN 1464-6668

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Purpose – This paper tests and validates a conceptual model linking the attachment points, team identification, attitude towards the team sponsors and the behavioural intentions in the context of Indian Premier League (IPL), while testing for the moderating effects of age and gender. Design/methodology/approach – Data were collected from 1,053 participants through both online and offline survey and then analyzed using exploratory factor analysis (EFA) and structural equation modelling (SEM). Findings–Attachment points influence the formation of team identification,which,inturn,affect the attitude towards the team sponsors. Attitude towards the team sponsors influence the behavioural intentions. Player attachment influences team identification the most.Age and gender have amoderating effect on the constructs of the study. Team identification in females is stronger because of attachment to sports, whereas males have stronger team identification based on player attachment. Males have a stronger intention to spread positive wordofmouth(WOM)aboutsponsorproductsascomparedtothefemalerespondents.Theyoungeragegroup of lessthan 21 yearshas moreintentionto spread positiveWOM comparedto the otheragegroups considered in the study. Practicalimplications – This study contributes towards sports sponsorship research and the paradigmsof social identity and attachment theories. Moreover, it will also help the marketers (sponsors) in IPL to strategically market their brands. Originality/value – This is the first study to investigate the impact of attachment points on sponsorship outcomes in the context of IPL. Further, it is also the first to investigate the purchase intentions and WOM for the team sponsors in IPL. The multi-group analysis results will provide insights into marketers to better understand IPL viewers’ segments and their behaviour.

Item Type: Article
Uncontrolled Keywords: Attachment points;Team identification;Attitude towards sponsor brands;Purchase intentions;Word of mouth
Subjects: Marketing
Marketing > Brand Management
Divisions: Marketing Management
Depositing User: Mr. Muralidhara D
Date Deposited: 18 Sep 2020 09:22
Last Modified: 18 Sep 2020 09:24

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