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Changeable Loyalties in Cricket? a Longitudinal Qualitative Study of Pakistan Super League Fans

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Changeable Loyalties in Cricket? a Longitudinal Qualitative Study of Pakistan Super League Fans SPORT TK: Revista Euroamericana de Ciencias del Deporte, vol. 10 n.º 1, 7-16 © Copyright 2021: Servicio de Publicaciones de la Universidad de Murcia Recibido: 18/06/2018 Murcia (España) Aceptado: 17/04/2020 ISSN edición web (http://revistas.um.es/sportk): 2340-8812 Changeable loyalties in cricket? A longitudinal qualitative study of Pakistan Super League fans ¿Lealtades cambiantes en críquet? Un estudio cualitativo longitudinal de los seguidores de la Superliga de Pakistán Ali Hasaan The Islamia University of Bahawalpur (Pakistan). Abstract: Cricket has always been known for its international level compe- Resumen: El críquet siempre ha sido conocido por sus competiciones de titions; however, recently, league-format has been introduced into it. The nivel internacional; sin embargo, recientemente se ha introducido el forma- purpose of the current study is to investigate the motives of fans’ loyalty to de liga. El propósito del presente estudio es investigar los motivos de la (and disloyalty) in the context of Pakistan Super League (PSL). For this lealtad (y deslealtad) de los seguidores de este deporte en el contexto de la purpose, a longitudinal qualitative study was established among the PSL Superliga de Pakistán (PSL). Para ello, se estableció un estudio cualitativo fans. The first study was conducted before the beginning of the PSL and longitudinal entre los seguidores de la PSL. El primer estudio se realizó the second study was conducted at the end of PSL. The responses of the antes del comienzo de la PSL y el segundo estudio se realizó al final de la participants indicated that the PSL fans have short-term and changeable PSL. Las respuestas de los participantes indicaron que los seguidores de la loyalties. The study identified various reasons that motivate fans to detach PSL tienen lealtades cambiantes y a corto plazo. El estudio identificó varias from one team/athlete and attach to another team/athlete. In the context of razones que motivan a los seguidores a separarse de un equipo / deportista y teams, four motives emerged: performance, location, the team itself and the unirse a otro equipo / deportista. En el contexto de los equipos, se encontra- athlete; whereas, in the context of athletes, three different motives emerged: ron cuatro motivos: rendimiento, ubicación, el equipo en sí y el deportista; performance, off-field attributes and other on-field attributes. The results of mientras que, en el contexto de los deportistas, se encontraron tres motivos the study are also discussed in the context of the previous literature. diferentes: rendimiento, atributos fuera del campo y otros atributos dentro Key words: Cricket; Sport marketing; Sport management; Fans loyalty. del campo. Los resultados de este estudio también se discuten en el contex- to de la literatura previa. Palabras clave: Críquet; Marketing deportivo; Gestión deportiva; Lealtad de los seguidores. 1. Introduction Sport and sports celebrities are considered brands (Williams, The positive impact of an athlete casts its effect not only on Kim, Agyemang, & Martin, 2015). During the past decade, the athletes themselves but also on the teams, endorsers and many sports teams and athletes not only emerged as brands the sport itself. For instance, the popularity of a certain sport but also established their name among top brands of the world. which is not common in a certain area (i.e., cycling, athletics, Manchester United FC, Real Madrid FC, Chicago Bulls, New freestyle wrestling) benefited from world-renowned athletes York Yankees, Cristiano Ronaldo, David Beckham, Michael via more viewership and loyalty of sports fans (Greenhalgh, Jordan and LeBron James are a few names among them. Bi- Simmons, Hambrick, & Greenwell, 2011). For example, road llions of dollars are spent in the sports branding industry each cycling brand became more popular than ever because of the year into four areas: the athlete, the team or sports organiza- cyclist Lance Armstrong (Butryn & Masucci, 2003). tion, sports events, and sports goods manufacturing (Hoye, Sports brands, however, are perceived to be of different Smith, Nicholson, & Stewart, 2015; Nucci, 2015). That is nature when compared to traditional brands because a sports why, “The Celebrity 100” list contained one-quarter sports brand is more friable in nature. Mullin et al. (2014) further stars along with other celebrities (i.e., Hollywood stars and noted that sports brand management is complex and has a di- musicians) (Papp-Váry, 2011). Athletes not only improved fferent life cycle compared to other products given its volatile their image, enhanced brand equity of their name brand but and unpredictable cycle. In this vein, Milligan (2009) noted also were able to redeem their brand status via sponsorship that building a sports brand (i.e., athlete, club, event, orga- and entrepreneurial ventures (Hasaan, Biscaia, & Ross, 2019). nization) is more complicated as this is dealing with com- plex issues. These are few among many reasons that make sports brand more complex. As a result, loyalties attached Dirección para correspondencia [Correspondence address]: Ali Hasaan. The Islamia University of Bahawalpur (Pakistan). to a sports brand become fragile (Özdinç & Özdinç, 2015). E-mail: [email protected] However, the success of a sports brand is based on these fra- 7 8 Ali Hasaan gile loyalties that can shift towards other teams and athletes associate with a brand. Keller (1993) defined customer-based due to various reasons. brand equity (CBBE) as brand equity that is developed via In the context of sports brands, past studies have iden- brand awareness and brand association in a customer’s mind. tified various reasons that affect the loyalties of the fans. Consistent with Keller’s arguments, much marketing litera- For instance, athletes transfer (Hasaan, Kerem, Biscaia, & ture to date addresses the topics of brand awareness, brand Agyemang, 2016), performance (Yu, 2005), success (Biscaia, association (i.e., among fans) and brand loyalty (Parmen- Correia, Ross, Rosado, & Maroco, 2013), sponsorship (Lee tier & Fischer, 2012). In consequence, fan loyalty has been & Aiken, 2010), immoral activities (Hasaan, Kerem, Biscaia, more focused on establishing brand equity of sports clubs & Agyemang, 2018), media (Arai, Ko, & Kaplanidou, 2013) and teams (Bauer, Stokburger-Sauer, & Exler, 2008). That is and impression management (Agyemang, Williams, & Kim, why, sports brands tend to achieve brand status to get long- 2015). However, there is still a dearth of studies that discuss lasting loyalties of fans that sustain even at the worst time of the motives which persuade fans to change their loyalties to the brand (Kwon & Trail, 2001). As Ferrand, Robinson and other sports brands (i.e., team, athletes). Sport branding lite- Valette-Florence (2010) mentioned that loyal fans underpin rature ignored the dimension changeable loyalty among fans. the profitability and success of a sports brand, and, therefore, Although it has been discussed that sport brands have shor- sports brands aim to build a long-term relationship (i.e., lo- ter life (Hasaan et al., 2019) and fragile (Özdinç & Özdinç, yalty) with their fans. 2015), yet very few studies focused on the topic of fans loyalty In contrast, researchers also mentioned that sports brands substitution. Also, as the Pakistan Super League (PSL) and are more of a hybrid nature (i.e., positive/ negative news cricket leagues are not very old concepts, the idea of loyalty cast the same effect on bands) (Arai et al., 2013; Cortsen, towards cricket league’s athletes/teams remains unexplored. 2013). Fans and brands want to be associated with a win- Therefore, this is the area where the current study aims to ner and use the instant recognition and attention that top contribute by conducting a longitudinal study among the sports brands provide. This connection also formed emo- PSL fans to explore the specific factors which contribute tional connection between the athlete and the consumer towards making/breaking a fan’s loyalty towards a specific (Nucci, 2015), which puts a high pressure for performance team/athlete. and winning on these brands. Therefore, sports brand has been considered friable in many ways because many fac- 2. Literature review tors have eroded the power of a sports brand (Chadwick & Burton, 2008). The strongest brand identification comes Sport branding when the consumer feels a relationship with the product or a person (Nucci, 2015). Therefore, Özdinç and Özdinç Sports brand is defined as a unique name, design, symbol (2015) recognized that brand loyalty in youth are not very that a sports organization uses to differentiate its product long lasting and strong. (Arai, Ko, & Ross, 2014; Bouchet, Hillairet, & Bodet, 2013). A branding strategy is considered a powerful tool to obtain Sports brand detachment/substitution sustainable competitive advantages in the market (Su & Tong, 2015). In this sense, brand management is considered Loyalty is often interchangeably used with alignment, swit- an advantageous activity as it helps to generate additional va- ching intention or attachment in academia (Funk & James, lue for the brands (Pappu, Quester, & Cooksey, 2005). In 2006; Lin, 2017; Martin & Goldman, 2015). For instance, this context, Bauer, Sauer and Schmitt (2005) mentioned degree of attachment to a team is loyalty to a team (Bauer that one of the most important assets of a sports organization et al., 2008). That is why, this study used both (loyalty & is its brand. Sports managers and scholars also view sports attachment) as single concept. Attachment is defined as the organizations as brands and focus on the consumers (i.e., mental power and emotional bond connecting the brand fans) for the products and services they provide (Ross, 2006). with the individual (Park, Maclnnis, & Priester, 2006). In Therefore, sports marketers have driven sports brands by en- the context of sport, attachment is defined as a process that trepreneurs and organizations via rule‐making, equipment, occurs when an individual commits emotionally, functiona- unique names, and adoption of new technologies (Hardy, lly and symbolically to a sports team (Funk & James, 2006).
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