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

@article{Ahn2012SportFA,
  title={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},
  author={Taesoo Ahn and Y. Suh and J. Lee and P. Pedersen},
  journal={Journal of Sport Management},
  year={2012},
  volume={27},
  pages={11-23}
}
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… Expand
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