Exploring the impact of Qatar’s soft power sponsorship in the Indian Premier League: a social identity perspective
Joliss Helen George,
V.K. Ranjith
Abstract:PurposeDrawing upon the Social Identity Theory, this research aims to investigate the effectiveness of Qatar’s soft power sponsorships among the Indian Premier League (IPL) fans in India. We explore the relationship between team identification, team-sponsor fit, and purchase intention of sports fans, while also examining the moderating effect of sponsor brand awareness in the context of the IPL.Design/methodology/approachUsing a quantitative research design, we conducted both offline and online surveys from sp… Show more
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