The present study aims to explore how the visual logo characteristics affect consumer responses in the context of shirt sponsorship in sports. It uses a quantitative experimental approach, manipulating congruence, descriptiveness, and frame of a fictitious brand’s logo placed on a shirt of FC Porto. The findings suggest that congruent and descriptive logos tend to generate higher levels of goodwill perceptions about the sponsor and more favourable attitudes towards sponsorship, while framed logos tend to generate lower values of both than open logos. This study also shows that the relationship between goodwill and attitude is moderated by fan identification and that goodwill is also significantly affected by demographics. The limitations of the study include using a fictitious brand and only one real football club, as well as manipulating only three design characteristics. In the future, this study could be replicated with a larger sample and/or larger variability in brands, teams, and design.
Date of Award | 5 Jul 2023 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Carla Martins (Supervisor) & Joana Machado (Co-Supervisor) |
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- Consumer behaviour
- Sponsorship
- Visual brand identity
- Brand logos
The effects of a brand logo’s visual characteristics on consumer attitudes in sports shirt sponsorship
Khrabrovskaia, M. (Student). 5 Jul 2023
Student thesis: Master's Thesis