Title: An empirical analysis of the influence of team success on Indian sports fans' purchase behaviour

Authors: Jaskirat Singh Rai; Anish Yousaf; Maher N. Itani; Amanpreet Singh

Addresses: Chandigarh School of Business, Chandigarh Group of Colleges, Jhanjeri, Mohali, 140307, India ' Department of Marketing, Nottingham Business School, Nottingham Trent University, Nottingham, NG14FQ, UK ' College of Business Administration, Ajman University, P.O. Box: 346, Ajman, UAE ' School of Management Studies Punjabi University, Patiala, 147001, India

Abstract: This study explores the relationships between team success and sports fans' purchase behaviour. It examines the strength of the mediating role of team brand equity, attitude towards sponsorship, and attitude towards sponsors' brands in such relationships. The study analysed the responses of 602 fans of the Indian Premier League (IPL) using structural equation modelling. A constructive role for team success is confirmed in creating team brand equity for sports fans. The team's success positively impacts on fans' attitudes towards sponsorship importance and attitude towards the sponsor brand but did not influence their purchase behaviour directly. Nevertheless, it indirectly impacts on fans' purchase behaviour with attitude toward sponsor brands as a mediator. Study findings add new insights that advance the understanding for marketing managers of fans' collective attitudes toward sponsorship importance, sponsored brands, and purchase behaviour.

Keywords: attitude toward sponsor; fans' purchase behaviour; sport sponsorship importance; team brand equity; team success; cricket; Indian Premier League; structural equation modelling.

DOI: 10.1504/JGBA.2022.131462

Journal for Global Business Advancement, 2022 Vol.15 No.5, pp.600 - 620

Received: 04 Oct 2022
Accepted: 14 Oct 2022
Published online: 13 Jun 2023 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article