Sport rebranding: the effect of different degrees of sport logo redesign on brand attitude and purchase intention

Williams, Antonio S.; Son, Sungwook

doi:10.1108/ijsms-01-2021-0016

Cited by 8 publications

(7 citation statements)

References 49 publications

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“…Some studies have explored the impact of different types of logos and brand visibility on consumers' negative attitudes. In a study by Williams and Son (2022) on the redesign of sports logos and its effects on brand attitudes and purchase motivation, it was found that both highidentified and low-identified customers had significantly negative attitudes toward logo color changes and revolutionary alterations. Additionally, high-identified fans showed larger reactions to logo changes, challenging their recognition habits and causing discomfort, while low-identified fans' reactions were not significant.…”

Section: Logo and Brand Attitudes Brand Evaluationmentioning

confidence: 99%

Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

Liang,

Zainal Abidin,

Shaari

et al. 2024

IJARBSS

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The logo is the most crucial element in corporate visual identity design, and there is a growing of research and review literature on this subject. However, comprehensive literature reviews on the holistic impact of logos were not update until 2019, lacking the latest advanced knowledge. Therefore, this paper further refresh the research progress on logo in the last five years, providing a comprehensive understanding of the latest studies on how logo influence consumer perceptions, cognitions and behaviors. The paper collected 331 articles from the years 2019 to 2023 in the two databases, Web of Science and Scopus, selected 50 core articles for an in-depth thematic review and synthesis. The findings reveal that the impact of logo on consumers can be categorized into six major classes: brand awareness, brand perception, brand attitude, brand image, purchase intention, and customer loyalty, forming a systematic framework from cognition to behavior. Finally, the paper suggests that future research should supplement more effects generated by logo and explore the logical relationships between impacts, the sequence in which impacts occur, and comprehensive studies of their effects. Providing business managers and designers with more recommendations for logo design, triggering consumer purchase intention, and enhancing corporate performance.

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Section: Logo and Brand Attitudes Brand Evaluationmentioning

confidence: 99%

Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

Liang,

Zainal Abidin,

Shaari

et al. 2024

IJARBSS

View full text Add to dashboard Cite

show abstract

“…), there have been studies that have evaluated logos in the context of sport. Many of these studies examine professional sport team logos, specifically analyzing the utilization of rebranding techniques (Williams and Son, 2022). Pedersen and Williams (2022), using a framework of analysis provided by sport team and business logo research, performed a content analysis to assess the current trends of logo usage by professional athletes.…”

Section: Literature Reviewmentioning

confidence: 99%

Athlete apparel: the impact of team brand awareness and apparel brand awareness on athletes' brands, logos, and merchandise

Williams

Pedersen

2023

SBM

Self Cite

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PurposeBranded merchandise and licensed apparel comprise a substantial portion of revenue for many organizations and public figures that choose to employ such an endeavor. Endorsement deals with apparel manufacturers have historically been utilized for athletes looking to supplement their salaries and establish greater brand awareness. However, as some athletes establish ownership of their logo and become less reliant on companies such as Nike and Adidas for merchandise distribution, assessing the influence of various entity's logos on the athlete brand has become worthy of analysis. Therefore, this study aimed to investigate the influence that cobranded merchandise has on consumers when the athlete logo is displayed next to another team or manufacturer logo.Design/methodology/approachUsing an online panel and survey, a final sample of 127 participants completed a questionnaire to examine their attitudes towards various athlete brand elements. ANCOVA's and MANCOVA's were utilized to assess significant findings, holding the variable of identification constant.FindingsThe results revealed that only the perceptions of merchandise quality significantly varied between an athlete brand and an apparel manufacturer (i.e. Nike) co-brand. The findings indicate that athletes should look to co-brand with high brand awareness manufacturers, and that there is no significant difference between consumers' perceptions of athlete brands when co-branding with team brands.Originality/valueThis is one of the first studies to evaluate the relationship between the athlete brand and external entities from a consumer perspective.

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“…The attractiveness of a brand logo influences customers' commitment to the brand (Park et al, 2013) and can shape brand reputation (Park et al, 2013). Brand logos can impact the brand attitude and purchase intention (Williams & Son, 2022) and perceptions of the brand's products (Bettels & Wiedmann, 2019), positively affect brand personality, and shape the emotional response of customers toward the brand (Kaur & Kaur, 2019). When shopping, a brand logo can trigger positive associations with the brand, helping consumers choose trusted products (Henderson & Cote, 1998; Park et al, 2013; Walsh et al, 2010).…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Cue‐reactivity to brand logos of consumers with a compulsive buying tendency: A consumer neuroscience perspective

Hubert,

Mariani

2023

Psychology and Marketing

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Well‐designed brand logos can be critical in effective marketing strategies. By adopting a consumer neuroscience approach and the interaction of person‐affect‐cognition‐execution model, this study analyzes the behavioral reaction and neural activation pattern during the perception of brand logos in relation to the compulsive buying tendencies of participants. Results suggest that women are more cue‐reactive toward brand logos and show activity changes in brain regions associated with cue‐reactivity in (behavioral) addictions. Conversely, men are less cue‐reactive but show increased activity changes in reward‐related regions. Women with compulsive buying tendencies may be more susceptible to brand logos, which can evoke neural activation similar to addictive patterns, while men are less cue‐reactive but show hidden neural activation associated with rewards. This study enhances understanding of (1) how marketing cues influence pre‐addictive behavior and (2) gender differences in brain activations related to cue‐reactivity in people with compulsive buying tendencies. We inform further research on implicit and neural processes on how brands are perceived by compulsive buyers, particularly among male consumers. We also emphasize the need to protect vulnerable consumer groups, such as compulsive buyers.

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Sport rebranding: the effect of different degrees of sport logo redesign on brand attitude and purchase intention

Cited by 8 publications

References 49 publications

Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

Logo Impact on Consumer’s Perception, Attitude, Brand Image and Purchase Intention: A 5 Years Systematic Review

Athlete apparel: the impact of team brand awareness and apparel brand awareness on athletes' brands, logos, and merchandise

Cue‐reactivity to brand logos of consumers with a compulsive buying tendency: A consumer neuroscience perspective

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