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Transcendence beyond sport: examining the dynamic power of sport human brand on national pride

Transcendence beyond sport: examining the dynamic power of sport human brand on national pride Drawing upon social judgment theory, the research examines whether changes in psychological involvement with a sport human brand owing to their sporting success can generate spillover effects on people's national pride, a proxy for the collective level of well-being and whether the individual's behavioral engagement in sport spectating will moderate this relationship.Design/methodology/approachLeveraging a quasi-natural experiment grounded in the 2021 Indian Premier League championship, the authors solicit responses from 296 representative individuals residing in India twice using a two-wave panel design. The authors conducted confirmatory factor analysis, repeated measures T-test, latent change score analysis, and structural regression analysis to examine the relationship between psychological involvement with sport human brand and national pride.FindingsThe results demonstrate a positive association between psychological involvement with sport human brand and national pride. Further, the findings indicate that an increase in psychological involvement with sport human brand was associated with an increase in national pride due to the successful athletic endeavor involving the sport human brand. However, the relationship between psychological involvement with sport human brand and national pride was invariant irrespective of patrons' spectatorship behavior.Originality/valueThis research demonstrates that sport human brands possess transformative soft power that extends their prerogative cultural identity personified by their athletic ability and success, allowing them to shape public sentiments of national pride via their profound influence through and beyond the complex network of brand ecosystems. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Sports Marketing and Sponsorship Emerald Publishing

Transcendence beyond sport: examining the dynamic power of sport human brand on national pride

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References (51)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1464-6668
DOI
10.1108/ijsms-05-2023-0098
Publisher site
See Article on Publisher Site

Abstract

Drawing upon social judgment theory, the research examines whether changes in psychological involvement with a sport human brand owing to their sporting success can generate spillover effects on people's national pride, a proxy for the collective level of well-being and whether the individual's behavioral engagement in sport spectating will moderate this relationship.Design/methodology/approachLeveraging a quasi-natural experiment grounded in the 2021 Indian Premier League championship, the authors solicit responses from 296 representative individuals residing in India twice using a two-wave panel design. The authors conducted confirmatory factor analysis, repeated measures T-test, latent change score analysis, and structural regression analysis to examine the relationship between psychological involvement with sport human brand and national pride.FindingsThe results demonstrate a positive association between psychological involvement with sport human brand and national pride. Further, the findings indicate that an increase in psychological involvement with sport human brand was associated with an increase in national pride due to the successful athletic endeavor involving the sport human brand. However, the relationship between psychological involvement with sport human brand and national pride was invariant irrespective of patrons' spectatorship behavior.Originality/valueThis research demonstrates that sport human brands possess transformative soft power that extends their prerogative cultural identity personified by their athletic ability and success, allowing them to shape public sentiments of national pride via their profound influence through and beyond the complex network of brand ecosystems.

Journal

International Journal of Sports Marketing and SponsorshipEmerald Publishing

Published: Jan 19, 2024

Keywords: Transformative sports research; Sport branding; Sport human brand; Global south; National pride

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