The Influence of Logo Change on Brand Loyalty and the Role of Attitude Toward Rebranding and Logo Evaluation

IF 2 4区管理学 Q3 BUSINESS

Sport Marketing Quarterly Pub Date : 2021-03-01 DOI:10.32731/smq.301.032021.06

Antonio Williams,Sungwook Son,Patrick Walsh,Jin Park

引用次数: 0

Abstract

Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.

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标志变更对品牌忠诚度的影响及品牌再造态度与标志评价的作用

尽管体育品牌重塑已成为学术界和工业界的新兴话题，但关于体育品牌重塑如何影响体育迷的调查数量有限。本研究的目的是调查以标志重新设计形式的运动品牌重塑如何影响球迷的忠诚度。通过实验方法，研究结果表明，当体育品牌重塑发生时，对品牌重塑的态度对球迷的反应起着显著的作用。另外，研究发现，标志评价在标志变化与品牌忠诚之间起到部分中介作用。本研究通过揭示球迷对品牌重塑的态度如何影响品牌忠诚度，对体育品牌重塑的知识体系做出了重大贡献。该模型为未来体育品牌重塑研究提供了方向，并为体育营销人员如何使用各种品牌重塑策略来改善品牌重塑结果并减少体育迷的负面反应提供了启示。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Sport Marketing Quarterly Multiple-

自引率

13.30%

发文量

期刊介绍： Sport Marketing Quarterly (SMQ) is published quarterly (March, June, September, December) and serves as an outlet for the dissemination of sport marketing information for both practicing professionals and academicians. These two important constituencies now have an opportunity to develop a relationship that is intended to be mutually beneficial. For practitioners, the SMQ provides a vehicle to share marketing successes with peers. For academicians, the SMQ provides a forum for sharing research.