超越体育:审视体育人文品牌对民族自豪感的动力

Susmit S. Gulavani, James Du, Jeffrey D. James
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引用次数: 0

摘要

目的:利用社会判断理论,本研究考察了由于体育成功而导致的对体育人类品牌的心理参与变化是否会对人们的民族自豪感产生溢出效应,民族自豪感是集体幸福水平的代表,以及个人在体育观赛中的行为参与是否会调节这种关系。设计/方法/方法利用基于2021年印度超级联赛冠军的准自然实验,作者使用双波面板设计向居住在印度的296名代表性个人征求了两次反馈。采用验证性因子分析、重复测量t检验、潜在变化得分分析、结构回归分析等方法,探讨体育人文品牌心理投入与民族自豪感的关系。研究结果表明,心理参与体育运动、人类品牌和民族自豪感之间存在正相关关系。此外,研究结果表明,由于成功的运动努力涉及体育人类品牌,体育人类品牌的心理参与的增加与民族自豪感的增加有关。然而,无论赞助人的观赛行为如何,体育人类品牌的心理卷入与民族自豪感之间的关系都是不变的。独创性/价值本研究表明,体育人文品牌拥有变革性的软实力,可以扩展其运动能力和成功所体现的特权文化身份,使其能够通过其在品牌生态系统复杂网络内外的深远影响,塑造公众的民族自豪感。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Transcendence beyond sport: examining the dynamic power of sport human brand on national pride

Purpose

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/approach

Leveraging 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.

Findings

The 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/value

This 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.

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