Despite sport rebranding becoming an emerging topic for both academia and industry, there has been a limited number of investigations on how sport rebranding influences sport fans. The aim of this study is to investigate how sport rebranding in the form of logo redesign influences fan loyalty. Through an experimental approach, the results indicate that attitude toward rebranding plays a significant role in fan response when sport rebranding occurs. Additional findings suggest that logo evaluation partially mediates the relationship between logo change and brand loyalty. This study makes significant contributions to the body of knowledge on sport rebranding by revealing how fans’ attitudes toward rebranding affects brand loyalty. The proposed model suggests directions for future sport rebranding research, and the paper provides implications for how sport marketers can use various rebranding strategies to improve rebranding outcomes and diminish negative responses from sport fans.

中文翻译：

---

标志变化对品牌忠诚度的影响以及态度对品牌重塑和标志评价的作用

尽管体育品牌重塑成为学术界和工业界的新兴话题，但关于体育品牌重塑如何影响体育迷的调查数量有限。本研究的目的是调查以重新设计标志的形式进行的体育品牌重塑如何影响球迷忠诚度。通过实验方法，结果表明，当体育品牌重塑发生时，对品牌重塑的态度在球迷反应中起着重要作用。其他研究结果表明，标志评估部分地调节了标志变化和品牌忠诚度之间的关系。这项研究通过揭示球迷对品牌重塑的态度如何影响品牌忠诚度，对体育品牌重塑的知识体系做出了重大贡献。所提出的模型为未来的体育品牌重塑研究提出了方向，