Title: Assessing the impact of psychological commitment to team on Indian premier league attendees' cognitive, affective and behavioural outcomes

Authors: Jaskirat Singh Rai; Apar Singh

Addresses: Chandigarh Business School of Administration, Chandigarh Group of Colleges, Landran, 147001, India ' School of Management Studies, Punjabi University, Patiala, Punjab, 147001, India

Abstract: Consumer loyalty has always been an important tool for organisations to measure consumers' behavioural outcomes. In sport sponsorship, it is essential to assess sport fans' commitment towards the team and its sponsors. In this study, two teams have been taken, Kings Eleven Punjab (KXIP) and Royal Challenger Bangalore (RCB) of the Indian Premier League (IPL), with their two sponsors (HTC and Kingfisher and Gionee and Kingfisher) to measure the impact of attendees' psychological commitment to the team on their cognitive (product knowledge), affective (attitude toward sponsor) and behavioural (purchase intention) outcomes as well as the impact of the three outcomes on one another. The study found a positive impact of attendees' team commitment on their cognitive (product knowledge) and affective (attitude toward the sponsor brand) outcomes, but a negative correlation with their behaviour (purchase intention) outcomes for both the teams and their sponsors. The study also found a positive association between the attendees' product knowledge, attitude toward sponsor brands and their purchase intentions. After examining actual sponsors, this study provides useful insights for managers that can influence the outcomes of attendees' using sports sponsorship.

Keywords: PCT; psychological commitment to team; product knowledge; attitude toward sponsor; purchase intention; sports sponsorship; SEM; structural equation modelling.

DOI: 10.1504/JGBA.2025.150982

Journal for Global Business Advancement, 2025 Vol.17 No.3, pp.391 - 412

Received: 15 Jun 2019
Accepted: 22 Jun 2019
Published online: 07 Jan 2026 *

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