Purpose Despite its growth, there has been a lack of investigation on how sport rebranding influences fans and their behaviors. This study sought to examine how a critical aspect of rebranding – logo redesign – influences fans' attitudes toward a sport brand and intent to purchase merchandise bearing the rebranded logo. More specifically, we aim to investigate the influence of varying degrees of logo change and fan identification in relation to brand attitude and purchase intention. Design/methodology/approach An experimental design, 4 (degrees of logo change) × 2 (fan identification: low, high), was utilized with the sample of 277 participants. The current logo of the Ultimate Fighting Championship was redesigned into three fictitious rebranded logos as stimuli based on different rebranding types. Findings The results suggest that color change and revolutionary change generate the most negative attitudes from both high- and low-identified fans, and fan identification is not a significant factor influencing fan attitudes. Regarding purchase intention, low-identified fans are not significantly influenced by logo changes whereas highly identified fans showed similar response to their attitudes. Originality/value The findings advance the current body of knowledge on sport rebranding and fan behavior by demonstrating the effects of varying degrees of logo redesign and fan identification levels on brand attitude and purchase intention. Moreover, the current research has important implications for sport marketers on developing effective rebranding and logo redesign strategies.
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