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Fandom in the Indian Premier League: Factors that drive team associations
Journal of Cultural Marketing Strategy,
7
(2),
196-205
(2023)
Abstract
With the Indian Premier League now one of the most popular sporting competitions in India, marketers looking to reach cricket fans must recognise and understand the many factors that influence their affinity towards their favoured team. This case study of Indian Premier League fans investigates the various factors that motivate fans to associate with a specific team. The findings of this research will help sports team managers to engage better with targeted fans/audiences and will also assist marketers in strategising initiatives to strengthen their company’s brand equity, particularly in India.
Keywords: Indian Premier League; professional sports; cricket; fandom
The full article is available to subscribers to the journal.
Author's Biography
Avtar Singh is an assistant professor of marketing at the Mittal School of Business. He brings over 11 years of industrial and academic expertise to his research, teaching and faculty development programme. His research interests include sports marketing, social media marketing, digital marketing and sports sponsorships, and his work has been published in various high-quality journals. His research also investigates the commercialisation of academic research, corporate research and global research and development.
Rahul Sharma is a professor of marketing with over 14 years of experience in academia. His research interests include consumer behaviour, business analytics and digital marketing, and his work has been published in various high-quality journals. Dr Sharma is also a recognised authority in faculty development programmes.
