Sport Fans and Their Teams’ Redesigned Logos: An Examination of the Moderating Effect of Team Identification on Attitude and Purchase Intention of Team-Logoed Merchandise

2013 ◽  
Vol 27 (1) ◽  
pp. 11-23 ◽  
Author(s):  
Taesoo Ahn ◽  
Young Ik Suh ◽  
Jin Kyun Lee ◽  
Paul M. Pedersen
Keyword(s):  
Multivariate Analysis ◽  
Repeated Measures ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Moderating Effect ◽  
Team Identification ◽  
Sport Fans ◽  
Sport Industry ◽  
Different Levels

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.

Sport team-endorsed brands on Facebook

2018 ◽  
Vol 42 (4) ◽  
pp. 438-450 ◽  
Author(s):  
Joe Phua ◽  
Po-Lin Pan ◽  
Kuan-Ju Chen
Keyword(s):  
Social Identity ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Social Networking Site ◽  
Team Identification ◽  
Content Type ◽  
Sport Fans ◽  
Sport Team ◽  
Game Outcome ◽  
Home Game

Purpose Applying social identity theory, the social identity-brand equity model and excitation-transfer theory, the purpose of this paper is to examine effects of game outcome (win/loss) and location (home/away) on sport fans’ brand attitude and purchase intention toward a brand endorsed by their favorite sport team on Facebook, as well as the mediating role of team identification. Design/methodology/approach A two (win/loss) by two (home/away) full-factorial between-subjects experiment was conducted during the US National Collegiate Athletic Association (NCAA) football season over a four-month period. Participants (n=338), who were Facebook users and fans of a NCAA division I football team, completed an online questionnaire assessing brand attitude and purchase intention toward a team-endorsed brand on Facebook, during weeks after the team: won a home game, lost a home game, won an away game, or lost an away game. Results were analyzed using analysis of variance and bootstrapping mediation methods. Findings Results revealed a significant main effect for game outcome (win/loss), and a significant interaction effect between game outcome (win/loss) and game location (home/away). Team identification also mediated between game outcome (win/loss) and game location (home/away) to influence brand attitude, but not purchase intention. Originality/value Implications for use of social networking site (SNS)-based brand endorsements as an integral part of brands’ advertising strategies were discussed. Specifically, brands utilizing SNSs to advertise to sport fans should highlight team endorsements, particularly after home game wins, and also target highly identified fans, to maximize positive SNS-based brand evaluations.

The Impact of Team Association on Attendees’ Product Knowledge and Purchase Intentions: A Case of Indian Premier League

2019 ◽  
Vol 9 (2) ◽  
pp. 202-212
Author(s):  
Jaskirat Singh Rai ◽  
Apar Singh
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Purchase Intentions ◽  
Team Identification ◽  
Product Knowledge ◽  
Brand Knowledge ◽  
Sport Fans ◽  
Premier League ◽  
Equation Modelling ◽  
The Impact

Many research studies conducted in the recent past have found that the success of sports sponsorship depends much on consumers’ affiliation with the sport or a team. In order to understand the mechanics of the same, this study explores team–sponsor congruence, team identification and team involvement as exogenous variables to measure the attendees’ association with the team and its impact on their knowledge of the sponsor brand in order to ascertain the impact of their brand knowledge on the brand image of the sponsor and their purchase intentions. Using structural equation modelling technique, the study found that the attendees’ team association positively affects their knowledge of the sponsor brand, which in turn affects the sponsor image and purchase intention of the attendees. The study also found a weak direct association between the attendees’ product knowledge and their purchase intentions, implying the mediation of sponsor image. The study’s strength is in its sample of the respondents who were filtered for their high interest in the sport and the team (cricket and KXIP, respectively) under study. After selecting a team from the Indian Premier League (IPL) and analysing the responses of on-ground sport fans, the study provides valuable insights for the organizations which do or intend to sponsor a team in professional sport.

Mere Virtual Presence with Product Experience Affects Brand Attitude and Purchase Intention

2016 ◽  
Vol 44 (3) ◽  
pp. 431-444 ◽  
Author(s):  
Ching-Jui Keng ◽  
Wen-Hua Chang ◽  
Chin-Hua Chen ◽  
Ya-Yi Chang
Keyword(s):  
Purchase Intention ◽  
Brand Attitude ◽  
Brand Community ◽  
Product Experience ◽  
Self Construal ◽  
Online Brand Community ◽  
Virtual Presence ◽  
Group 2 ◽  
The Relationship ◽  
Different Levels

We investigated whether or not different contexts (mere virtual presence and mere virtual presence with product experience) led to different brand attitude and purchase intention. Participants were 193 users of an online brand community, and we employed a 2 (selfconstrual) × 2 (type of group) × 2 ( mere virtual presence and mere virtual presence with product experience) factorial experimental design. The results partly supported our predictions that in the context of mere virtual presence with product experience, consumers gained a more favorable brand attitude (nonsignificant) and stronger purchase intention (significant). In addition, self-construal and type of group moderated the relationship between brand attitude and purchase intention of mere virtual presence with product experience, which supports our hypotheses. Thus the 2 contexts of brand community satisfy consumers' different levels of demand in regard to fan traits and others' experience in using a product.

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