Winning the loyalty cup: impact of symbol-related brand elements on brand loyalty of sports clubs

Reghunathan, Aravind; Joseph, Joshy

doi:10.1504/ijsmm.2021.118823

Cited by 2 publications

(2 citation statements)

References 2 publications

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“…Logo is a primary element in corporate visual identity, playing a crucial role in expressing an organization. Previous research has extensively examined the cognitive and perceptual aspects of logos, including their impact on consumer behavior and business purchasing decisions (Shi & Jiang, 2023;Reghunathan & Joseph, 2021;Rafiq et al, 2020). This study not only supplements past research on cognition and perception but also extends the understanding of the influence of logos on customer purchase motivation, providing further insights into the impact on consumer purchasing behavior.…”

Section: Conclusion and Significancementioning

confidence: 52%

“…A positive brand attitude, a favorable brand image, and a positive purchasing experience will further foster customer loyalty, leading to sustained consumer behavior. Reghunathan and Joseph (2021) investigated the relationship between sports club brand elements and customer loyalty. They found that club history, jerseys, and logos related to the brand positively influence consumer brand loyalty.…”

Section: Logos and Customer Loyaltymentioning

confidence: 99%

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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: Conclusion and Significancementioning

confidence: 52%

Section: Logos and Customer Loyaltymentioning

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

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

Bańbuła

2024

Physical Culture and Sport. Studies and Research

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The primary objective of this research endeavor outlined in the thesis was to evaluate the impact of the individual dimensions of Customer-Based Brand Equity (CBBE) – brand awareness, brand association, perceived quality and brand loyalty – on the overall brand capital of the researched amateur football club Talent Warszawa. The author sought to discern which among the individual dimensions of CBBE exerted the most significant influence on fostering the overall brand capital of the club under examination. A questionnaire was distributed amongst the constituents of Talent Warszawa, including players, parents and guardians, players’ families, and supporters of amateur football. The survey garnered responses from a total of 102 stakeholders affiliated with the club. The reliability of the measurement scale was validated through Cronbach’s Alpha analysis. The findings of the study evince a positive correlation among all variables under scrutiny, encompassing brand awareness, brand association, perceived quality, brand loyalty, and the overarching construct of CBBE. Notably, perceived quality emerged as the factor showing the highest positive correlation (0.88), thus indicating the most robust positive association with CBBE. However, despite the observed positive relationship, brand awareness manifested the lowest correlation with the overall consumer-based brand equity (0.70), relative to the other investigated factors. Using the insights from this study, amateur sports clubs can strategically manage brand elements to foster brand equity, emphasizing the importance of brand awareness as an initial step in building a positive brand image and fostering fan engagement and loyalty. Overall, the findings provide valuable insights into effective brand management strategies for amateur sports clubs to enhance their brand equity and foster enduring relationships with fans.

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Winning the loyalty cup: impact of symbol-related brand elements on brand loyalty of sports clubs

Cited by 2 publications

References 2 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

Effects of Brand Awareness, Brand Association, Perceived Quality, and Brand Loyalty on Overall Brand Equity in Sport. A Case Study of an Amateur Football Sports Club

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