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

PurposeDespite its growth, there has been a lack of investigation on how sport rebranding influences fans and their behaviors. This study sought to examine how a critical aspect of rebranding – logo redesign – influences fans' attitudes toward a sport brand and intent to purchase merchandise be...

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Veröffentlicht in:	International journal of sports marketing & sponsorship 2022-01, Vol.23 (1), p.155-172
Hauptverfasser:	Williams, Antonio S, Son, Sungwook
Format:	Artikel
Sprache:	eng
Schlagworte:	Attitudes Brand image Logos Marketing Purchase intention
Online-Zugang:	Volltext
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