Sport Fans and Their Teams’ Redesigned Logos: An Examination of the Moderating Effect of Team Identification on Attitude and Purchase Intention of Team-Logoed Merchandise

Ahn, Taesoo; Suh, Young Ik; Lee, Jin Kyun; Pedersen, Paul M.

doi:10.1123/jsm.27.1.11

Cited by 40 publications

(36 citation statements)

References 38 publications

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“…While these studies did not include the curiosity constructs of this study, those consumers with higher brand involvement/commitment gave stronger resistance to accepting the changed logo for athletic shoes and bottled water (Walsh et al, 2007), and sports teams (Ahn et al, 2012). Because consumers higher on brand involvement/commitment regard a logo change as an attack on the brand and an attempt to undermine the meaning of the brand to the consumer, similar resistance to logo changes should be observed for products, as well as services.…”

Section: Discussionmentioning

confidence: 99%

Cognitive and emotional processing of brand logo changes

Peterson

AlShebil

Bishop

2015

JPBM

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If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. Cognitive and emotional processing of brand logo changesCognitive and emotional processing of brand logo changes A brand represents one of the most important assets to a company and it may be represented by its name, logo and slogan. With these elements, consumers recognize, remember and recall the brand. Over time and with growing competition, many companies decide to pursue innovations in their branding in order to rejuvenate themselves in some way (Müller et al., 2013;Tsai et al., 2015). According to Kapferer (2002), such rebranding is the strongest way to signify that something has changed in the company. However, as Hakala et al., (2011) point out, the challenge for marketers today is balancing the need to refresh the image of a company/product (such as through some type of rebranding) without diminishing the perceived heritage of the brand.Although this can be tricky, rebranding is common and even quite prevalent.Particularly, three main types of rebranding strategies include altering a brand's 1) name, 2) slogan and 3) logo (Lomax and Mador, 2006). Brand name changes are seen as more "revolutionary" while slogan or logo changes are seen as more "evolutionary" and as something all companies go through. Despite this more common practice of slogan and logo changes, research concerning rebranding has focused primarily on name changes as they are often seen as riskier and quite expensive (Horsky and Swyngedouw, 1987;Muzellec and Lambkin, 2006;Round and Roper, 2012;Kalaignanam and Bahadir, 2013;Collange, 2015).Research suggests that brand logos have an important effect on customer commitment, as well as on firm performance (Park et al., 2013). In the hospitality industry, Tsai et al. (2015) found evidence that rebranded hotels achieve a 6.31 per cent increase in occupancy. Not surprisingly, firms have demonstrated a willingness to pursue visual rejuvenation of their brands

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Section: Discussionmentioning

confidence: 99%

Cognitive and emotional processing of brand logo changes

Peterson

AlShebil

Bishop

2015

JPBM

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“…Fans exhibit loyalty patterns, irrational tolerance, fanaticism and partisanship (Tapp, 2004). A great deal of emotional significance and value derive from fans' social identification and group membership (Ahn, Suh, Lee, & Pedersen, 2012;Wiid & Cant, 2015). In contrast to spectators (who need luring), fans invest their heart and soul, rave about the brand (i.e., club, team) to friends, and defend it from criticism (take it personally).…”

Section: Fan Value Integration From a Cct Perspectivementioning

confidence: 99%

Sport fans’ roles in value co-creation

Kolyperas

Maglaras

Sparks

2018

European Sport Management Quarterly

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Research Question: The sports industry has witnessed sustained growth. The cultural, symbolic and stakeholder-embedded nature of sport provides a dynamic setting for developing service research. In this context, an evolution in the logic of value creation can be observed; fans are no longer sport passive receivers of value but, instead, can be active value co-creators. The sport fan exhibits distinctive characteristics and an ability and willingness to integrate resources and co-produce value propositions, which necessitates an understanding of fan value co-creation. We answer one key research question: what is the role of fans in value co-creation in sports? We do so by conceptually exploring the processes through which sport fans co-create and provide value propositions. Research Methods: We use case exemplars to provide a base for the theoretical consideration of the role of sport fans in value co-creation. We verify and consolidate the service-dominant logic (SDL) in the sport context. However, due to the high level of abstraction of the SDL as a general theory, we utilize consumer culture theory (CCT) as a middle range theory (MRT) to bridge the gap between contextual descriptions of the role of fans and the SDL. Results and Findings: Fans evaluate, redefine and reposition value propositions in different sport settings. The three roles of assimilators, adaptors and authenticators in value co-creation are identified through five case exemplars. We extend the theoretical understanding of the processes through which sport fans co-create value. Implications: Knowledge of the distinctive characteristics of sport fans and their roles in value co-creation will assist managers in developing effective marketing 3 propositions. Our theoretical contribution will generate new lines of research in the field.

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“…This phenomenon is easily seen within the field of sports. Many studies have demonstrated that a consumer's behavior is affected by the level of team identification (e.g., Cialdini et al, ; Hirt et al, ; Wann, ; Ahn et al, ; Lock et al, ). BIRGing (basking in reflected glory) and CORFing (cutting off reflected failure) show that people are motivated to protect and preserve a positive social identity (Tajfel, ; Cialdini et al, ; Tajfel, ; Snyder et al, ; Snyder et al, ).…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

The role of negative publicity in consumer evaluations of sports stars and their sponsors

Yoon

Shin

2017

J of Consumer Behaviour

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This paper aims to specify and test empirically the impact that two types of negative information (immorality and incompetence) about a sports star have on consumers' perceptions of the sports star and the sponsor. The moderating role of game relevance (game-related and non-game-related) and fan identification with a sports star (high identification and low identification) are also investigated. Using a sample of South Korean consumers (n = 249), we found in the experiment that the type of negative information affects participants' attitudes toward the sports star and the sponsor. This result implies that a sports star's involvement in negative events not only damages the star's reputation but also detracts from the value of the sponsor company. The results also show that the two factors moderate the main effects of negative publicity on consumers' perception of the sports star and his or her sponsor. First, the negative publicity about the sports star's functional issues (e.g., a career-threatening injury) negatively affects consumer attitude toward the sports star and the sponsor more in the out-of-game context than in the in-game situation. Second, bad sports star publicity has a greater negative effect on consumer perception of sponsors for lowly identified than highly identified sports stars, while the moderating effect on consumer perception of the sports star is not significant. Detailed practical implications and academic contributions are discussed. P. 2016. Consumers' attributions and brand evaluations in product-harm crises: the role of implicit theories of personality. Journal of Consumer Behaviour 15(1): 87-95.Zhou L, Whitla P. 2013. How negative celebrity publicity influences consumer attitudes: the mediating role of moral reputation.

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Sport Fans and Their Teams’ Redesigned Logos: An Examination of the Moderating Effect of Team Identification on Attitude and Purchase Intention of Team-Logoed Merchandise

Cited by 40 publications

References 38 publications

Cognitive and emotional processing of brand logo changes

Cognitive and emotional processing of brand logo changes

Sport fans’ roles in value co-creation

The role of negative publicity in consumer evaluations of sports stars and their sponsors

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