Watching Either Match or TV Commercials: Conceptualization and Estimation of Fanaticism and its Impact on Brand Recall

Cricket fans have a doubt when they sit in front of the TV to watch the game. It is about what actually they are watching, whether the match or TV Commercials (TVC). Therefore, this study was mainly focused on finding the impact of ?Fanaticism? (FAN) on ?Brand Recall? (BR) of products which being telecasted during the cricket match subjectively with L shape (LS) vs Full Frame (FF). Secondly, to develop an empirical instrument to measure ?fanaticism? as a latent concept to confirm which type of TVC has more impact on BR. This study was based to the hypothesis of FF TVC makes relatively more benefits in terms of BR than LS TVC does. First, exploratory factor analyses (EFA) procedure was used to reduce the dimension on the 58-items in the questionnaire. We found statistical evidence to reduce the 58 items into 43 items which have over 0.7 eigenvalues and over 0.75 Cronbach's Alpha value averagely. Second, data were collected by the reduced questioner from 200 respondents who in boy's hostel of the University. We used the Confirmatory Factor Analysis (CFA) approach using Structural Equation Modelling (SEM) procedure for parcel the items with minimum error in each measurement. The IFI (0.918 =FF,.725= LS) value and TLI (0.902=FF, 078= LS) value close to 1 indicates that goodness fit of the empirical model with conceptualized model. On the other hand RMSEA value is less than 0.8 indicates that a close fit of the model in relation to the degree of freedom. The estimated value of each hypothesized relationship of conceptualized models was statistically significant except the relationship between "Attitudinal Loyalty" an indicator called "Q19.4. There is a negative relationship between BR and FAN, on the other hand, the negativity is grater with LS TVCs (-0.585) than FF TVCs (-0.472). According to the convergent validity is based on average variance extracted (AVE) and only one construct called "Attribute" is failed to establish as a good construct in the model. These results break the common acceptation of marketers who pursue their marketing objectives via FF TVCs during the matches.