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Published Works
IBA Faculty Co-authors a Paper on Cricket, Culture, and Loyalty
Dr. Nida Aslam Khan, Assistant Professor, IBA-SBS, co-authored a paper titled 'Cricket, culture, and loyalty: the passion for Karachi Kings despite poor performance' published in the International Journal of Sport, Business and Management.
Abstract
Purpose
This study explores the factors that contribute to fan loyalty for a losing sports team, with a specific focus on the Karachi Kings in the Pakistan Super League. The research aims to uncover the motives that influence fans' unwavering support for a team that consistently underperforms.
Design/methodology/approach
A qualitative research design was utilized, involving semi-structured interviews with a diverse sample of Karachi Kings fans. Data were analyzed using grounded theory principles to uncover key themes. This approach allowed for an in-depth understanding of the underlying psychological and sociocultural factors. Grounded theory was chosen to systematically generate insights from data, particularly because fan loyalty in current contexts remains underexplored.
Findings
The research identified five main themes that influence fan loyalty: identity integration, emotional attachment, cognitive coherence, behavioral consistency and social connectivity. Fans exhibited a strong psychological connection to the Karachi Kings, fueled by regional pride, shared experiences and a sense of community. The findings emphasize the importance of creating a strong fan community and nurturing emotional bonds through consistent engagement and shared experiences.
Originality/value
This study demonstrated how psychological and sociocultural factors combine to sustain support for a losing team. It broadens the understanding of sports fandom by emphasizing that fan loyalty extends beyond a team's success or failure, being deeply rooted in identity, emotions and social connections. This research offers a nuanced view of fan behavior in a non-Western context and provides valuable insights for developing marketing strategies and fostering community engagement in sports management.
The full paper can be accessed here.
Recognition
IBA faculty recognized for outstanding service for renowned journal
Dr. Nida Aslam Khan, Assistant Professor, Department of Marketing, was recently recognized by Lahore University Management Sciences (LUMS) for her outstanding services as a reviewer for the Asian Journal of Management Cases (AJMC). The contribution, dedication, and expertise of reviewers like herself have ensured that each case published in AJMC meet the high standards of the peer review process. With the increasing number of manuscript submissions this year, her timely reviews were vital to the ongoing success of AJMC.
