¿Lealtades cambiantes en críquet? Un estudio cualitativo longitudinal de los seguidores de la Superliga de Pakistán


  • A. Hasaan
DOI: https://doi.org/10.6018/sportk.461541
Palabras clave: Críquet, Marketing deportivo, Gestión deportiva, Lealtad de los seguidores


El críquet siempre ha sido conocido por sus competiciones de nivel internacional; sin embargo, recientemente se ha introducido el formato de liga. El propósito del presente estudio es investigar los motivos de la lealtad (y deslealtad) de los seguidores de este deporte en el contexto de la Superliga de Pakistán (PSL). Para ello, se estableció un estudio cualitativo longitudinal entre los seguidores de la PSL. El primer estudio se realizó antes del comienzo de la PSL y el segundo estudio se realizó al final de la PSL. Las respuestas de los participantes indicaron que los seguidores de la PSL tienen lealtades cambiantes y a corto plazo. El estudio identificó varias razones que motivan a los seguidores a separarse de un equipo / deportista y unirse a otro equipo / deportista. En el contexto de los equipos, se encontraron cuatro motivos: rendimiento, ubicación, el equipo en sí y el deportista; mientras que, en el contexto de los deportistas, se encontraron tres motivos diferentes: rendimiento, atributos fuera del campo y otros atributos dentro del campo. Los resultados de este estudio también se discuten en el contexto de la literatura previa.


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Cómo citar
Hasaan , A. (2021). ¿Lealtades cambiantes en críquet? Un estudio cualitativo longitudinal de los seguidores de la Superliga de Pakistán. SPORT TK-Revista EuroAmericana de Ciencias del Deporte, 10(1), 7–16. https://doi.org/10.6018/sportk.461541