DIGITAL SPORTS GRAPHICS AND BRAND PERSONALITY IN THE MALAYSIAN SEPAK TAKRAW LEAGUE
DOI:
https://doi.org/10.24191/VoA.v22i1.11352Keywords:
Broadcast Graphics, Digital Media, Brand Personality, Sepak Takraw League, Fan Engagement, Indigenous Sport, Sport BrandingAbstract
Digital graphics have become a significant component of modern sports broadcasting, shaping how audiences interpret the identity and professionalism of a competition. The Malaysian Sepak Takraw League is an important case because it balances cultural heritage with the demands of contemporary media presentation. This study investigates how broadcast graphics contribute to the league’s brand personality and how followers perceive these visual cues. A survey involving 356 followers of the Malaysian Sepak Takraw League was conducted, and exploratory factor analysis confirmed a stable five-dimension structure with acceptable reliability. The findings show that sincerity, ruggedness and competence are the most visible traits, reflecting trust, resilience and credibility. Excitement and sophistication appear less dominant, which suggests that followers may not view the league as highly stylised or entertainment driven. The results indicate that broadcast graphics influence perceptions of identity and loyalty in an indigenous sports context that competes for attention in a crowded media environment.
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Copyright (c) 2026 Muhammad Asyraf Hanafi, Neesa Ameera Mohamed Salim, Azhar Abd Jamil
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
