Cilt 7, Sayı 3, Sayfalar 23 - 39 2016-09-12

ESTABLISHING ATHLETE BRAND in CRIKET: FAN’S PERCEPTION ABOUT FOREIGN CRICKETERS in PAKISTAN SUPER LEAGUE (PSL)

Ali Hasaan [1]

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The purpose of this study was to investigate Pakistani fans in the context of athlete branding regarding foreign cricketers in the country’s first ever cricket league. Athlete brand attributes and athlete brand implication discussed with 15 fans of foreign cricketers via semi-structured interview. The components of athlete brand are related with on-field attributes (behavior, team, achievements, style of play and skills) and off-field attributes (physical attraction, lifestyle, personal appeal, ethnicity and entertainment). In turn, implication of athlete branding contributed in the domain of athlete loyalty (media following, creating their own narratives, positive word-of-mouth, resistance to change and commitment), athlete’s team loyalty (team substitution, supporting multiple teams and revenue generation) and athlete’s sponsors loyalty. The implications of these findings for building and managing an athlete’s brand are also discussed. 

Athlete brand,Sport marketing; Loyalty; Foreign fans
Konular
Dergi Bölümü SPORT MANAGEMENT
Yazarlar

Yazar: Ali Hasaan
E-posta: aili_hasaan@hotmail.com

Bibtex @ { psbd261726, journal = {Pamukkale Spor Bilimleri Dergisi}, issn = {}, address = {Pamukkale Üniversitesi}, year = {2016}, volume = {7}, pages = {23 - 39}, doi = {}, title = {ESTABLISHING ATHLETE BRAND in CRIKET: FAN’S PERCEPTION ABOUT FOREIGN CRICKETERS in PAKISTAN SUPER LEAGUE (PSL)}, language = {en}, key = {cite}, author = {Hasaan, Ali} }
APA Hasaan, A . (2016). ESTABLISHING ATHLETE BRAND in CRIKET: FAN’S PERCEPTION ABOUT FOREIGN CRICKETERS in PAKISTAN SUPER LEAGUE (PSL). Pamukkale Spor Bilimleri Dergisi, 7 (3), 23-39. Retrieved from http://dergipark.gov.tr/psbd/issue/24759/261726
MLA Hasaan, A . "ESTABLISHING ATHLETE BRAND in CRIKET: FAN’S PERCEPTION ABOUT FOREIGN CRICKETERS in PAKISTAN SUPER LEAGUE (PSL)". Pamukkale Spor Bilimleri Dergisi 7 (2016): 23-39 <http://dergipark.gov.tr/psbd/issue/24759/261726>
Chicago Hasaan, A . "ESTABLISHING ATHLETE BRAND in CRIKET: FAN’S PERCEPTION ABOUT FOREIGN CRICKETERS in PAKISTAN SUPER LEAGUE (PSL)". Pamukkale Spor Bilimleri Dergisi 7 (2016): 23-39
RIS TY - JOUR T1 - ESTABLISHING ATHLETE BRAND in CRIKET: FAN’S PERCEPTION ABOUT FOREIGN CRICKETERS in PAKISTAN SUPER LEAGUE (PSL) AU - Ali Hasaan Y1 - 2016 PY - 2016 N1 - DO - T2 - Pamukkale Spor Bilimleri Dergisi JF - Journal JO - JOR SP - 23 EP - 39 VL - 7 IS - 3 SN - -1309-0356 M3 - UR - Y2 - 2018 ER -
EndNote %0 Pamukkale Spor Bilimleri Dergisi ESTABLISHING ATHLETE BRAND in CRIKET: FAN’S PERCEPTION ABOUT FOREIGN CRICKETERS in PAKISTAN SUPER LEAGUE (PSL) %A Ali Hasaan %T ESTABLISHING ATHLETE BRAND in CRIKET: FAN’S PERCEPTION ABOUT FOREIGN CRICKETERS in PAKISTAN SUPER LEAGUE (PSL) %D 2016 %J Pamukkale Spor Bilimleri Dergisi %P -1309-0356 %V 7 %N 3 %R %U