Examining the Separate Propositions Linking a Change in Sport Team Logo to Consumption

• Other Authors: McPhatter, Marlon R. (Marlon Rafael) (authoraut)
• Format: Others
• Language: English; English
• Published: Florida State University
• Subjects: Sports administration
• Online Access: http://purl.flvc.org/fsu/fd/FSU_migr_etd-9400

Fans often derive great personal value from having a connection with a particular sports team, joining with other fans in that connection, and being able to share connections readily with outsiders. Whether the connection is spatial/geographic, digital, or social, displaying a team logo can communicate many qualities about the wearer of team apparel. With most cases in sport, a team logo symbolizes the exclusive image or identity of the sport organization. A team logo as a symbol is a form of semiotics. For the consumer, an image is a visual global evaluation that depicts or triggers a response based on experiences or other perceptions of meaning (Keller, 2003). Semiotics in advertising is frequently used to signify the message of the advertiser through the use of signs or symbols to relay a basic message. At a higher level of intensity and recognition, the team logo can be understood as a signifier of the exact representation of the good or service based on characteristics in the logo perceived by consumers as genuine and authentic to the overall brand. A logo can be defined as a graphic mark or emblem commonly used by commercial enterprises, organizations, and individuals to promote public recognition. Logos are either purely graphic (i.e. symbols/icons) or are composed of the name of the organization (i.e. a logotype or wordmark) (Wheeler, 2006). If a sport organization decided to change their organizational identity (for a variety of reasons), some may see this as diluting the distinctiveness of the overall brand. Components of the overall brand are created by the team through continuous operations in all aspects of the industry. Organizational identity is just a part of the overall brand and communicates the way in which a team wants consumers to perceive (not necessarily how it is actually perceived) the mission, values, and strategy of the team. Fans may collectively experience a change in organizational identity as a loss because it would undercut the ability for them to identify with the team. The organization may want to change or modify their identity within the industry but loyal fans, in this case, would have a collective interest in maintaining the distinctiveness of the team identity because of a strong connection with the team. Would established fans reject the efforts of the organization to modify or change their identity while the organization attempts to attract the interest of new fans? This study includes an analysis of sport team identity following a logo change and an assessment of how the characteristics of a logo are perceived by sport fans as they engage in the purchasing process. Fan perceptions about the representation of a team logo are explored through semi-structured interviews and an analysis of the attributes, values, and ideals teams want to portray through a team logo is provided. During the process of purchasing sport merchandise, the individual perceives themselves as a legitimate part of the team based on a desire to associate with positive elements of the organization (Janssen & Huang, 2008). Through the purchasing decision, fans can view the team as an entity with greater personal meaning and establish an allegiance gained from the team – fan relationship. The interviews were used to examine the impact of a logo change on fan perceptions and intentions to consume licensed team merchandise. One-on-one interviews were used to gather data from sport fans. The purpose of the interviews was to help understand how logos are perceived by fans, or what the logos are perceived to represent. The interviews included questions pertaining to how sport fans feel about changes in the team logo, and the impact of the logo change on intentions to consume. Understanding what the logo should mean and how that message can be properly communicated to fans is important when examining fan preferences towards the action of consumption. === A Dissertation submitted to the Department of Sport Management in partial fulfillment of the Doctor of Philosophy. === Spring Semester, 2015. === April 21, 2015. === Consumption, Identity, Management, Marketing, Psychology, Sales === Includes bibliographical references. === Jeffrey D. James, Professor Directing Dissertation; Jeannine E. Turner, University Representative; Joshua I. Newman, Committee Member; Gerald R. Ferris, Committee Member.