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January 1, 2025International Journal of Sport Management and Marketing

Do logo, name, and format changes matter Examining tennis fans satisfaction with the rebrand of the Davis Cup

Bo Li Jingxian Cecilia Zhang Olan Scott Stiring Sharpe

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Key Points

The research aims to evaluate how changes in logo, name, and format affect tennis fans' satisfaction with the Davis Cup rebranding.
Surveys conducted among tennis fans to gauge satisfaction levels post-rebranding.
Comparative analysis of fan perceptions before and after logo and branding changes.
Qualitative interviews for deeper insights into consumer opinions.
Increased satisfaction reported among fans following the rebranding.
Positive consumer perception linked to new logo and name.
Fans showed greater engagement and interest in the updated format.

Implication

Analysis assesses fan satisfaction following logo and branding changes in tennis, indicating significant shifts in perception.

Abstract

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Cite This Study

Li et al. (2025) studied this question.

synapsesocial.com/papers/69db36c24fe01fead37c4cde https://doi.org/10.1504/ijsmm.2025.10077571

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