Symbolic Interactionism and the Metamorphosis of Sports Brands: Indian Premier League’s Journey From Niche to Mass Cool
Amit Anand Tiwari,
Venkatesha Murthy
Abstract:This study delves into the evolution of the Indian Premier League, the world’s second-largest sports league, charting its transition from a niche to a mass cool brand. Through the lens of symbolic interactionism, it scrutinizes 13 years of the Indian Premier League’s promotional videos with 18 in-depth interviews of cultural intermediaries. The research spotlights the nuanced process of brand coolness within the Indian Premier League, demonstrating how the league’s brand identity undergoes a deliberate reconst… Show more
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