The current study sought to identify the effect of team identification on brand attitude and purchase intention in terms of team logo changes. Doubly Multivariate Analysis of repeated measures, 2 (logo change: original and redesigned logo) × 3 (team identification: high, moderate, and low), was conducted on attitude toward the brand and purchase intention of team-logoed merchandise. The results showed that there were significant differences between fans with high identification and fans with low identification. The findings of this study can be beneficial for both sport industry practitioners and marketing scholars by providing an understanding of brand attitude and purchase intention related to new redesigned logos based upon different levels of team identification.
Ahn is with the Dept. of Sport Management, Merrimack College, North Andover, MA. Suh is with the Dept. of Sport Management, Claflin University. Lee is with the Dept. of Journalism, University of Wisconsin – Oshkosh, Oshkosh, WI. Pedersen is with the Dept. of Kinesiology, Indiana University, Bloomington, IN.