THE IMPACT OF PAKISTANI CRICKETERS’ PERSONAL BRANDING ON CONSUMER BRAND LOVE: THE MEDIATING ROLE OF GLOBAL BRAND EQUITY

Abstract

This study examines how the personal branding of Pakistani cricketers affects consumers’ brand love, with global brand equity (product quality) as a mediating variable. A quantitative cross-sectional survey was administered to 600 university students across four universities in Lahore (UCP, PU, UMT, UOE). Data were analysed using SPSS and PLS-SEM. Expertise and congruence are the primary drivers of brand engagement. Global brand equity (product quality) significantly mediates the relationships between all three personal brand attributes attractiveness, expertise, and congruence and brand engagement. Social media amplifies authenticity and emotional attachment. This is among the first empirical studies to integrate Keller’s CBBE model with the Brand Love Framework in the context of Pakistani cricket, addressing a gap in the South Asian sports marketing literature. Marketers in emerging markets can leverage culturally resonant athlete endorsers to build brand equity and deepen consumer brand love. Digital engagement strategies are essential for Gen Z audiences.