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Domestic versus International - Pakistani Football Fans Attitude towards Foreigner Teams of Different Format

International Journal of Marketing and Business Communication

Volume 4 Issue 1

Published: 2015
Author(s) Name: Ali Hasaan | Author(s) Affiliation: Phd Scholar, Estonian Business School, Tallin Estonia.
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Abstract

Globalization brought broader opportunities for international brands. Few football clubs have already established themselves as brands and others are struggling to gain international fandom. Pakistan is sixth biggest country population wise so there is vast potential fan market waiting to be invaded by foreign clubs. The purpose of this study is to measure motives behind loyalty of Pakistani football fans for their favourite international football teams and favourite football club teams. Four measurement attachments, the Attributes scale (AS), Benefits scale (BS), Behavioral loyalty scale (BLS), and Attitudinal loyalty scale (ALS) were used to determined outcomes. The result revealed that international football tournaments are more popular than domestic football leagues. A comparison between both formats expressed that star players are major motive in both formats. Overall motives behind loyalty are same however their intensity is different in different formats.

Keywords: Loyalty, Overseas Fans, Football, Pakistan, Sports Marketing

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