The current investigation examines how consumers perceive various types of athlete logos based on the number and recognizability of different brand associations. With the growing number of athletes who utilize a logo to enhance their brand, generate additional revenue, and differentiate within a crowded marketplace, examining perceptions of logo characteristics is vital. A pre-post test experimental design was constructed using the results from a content analysis of current WNBA and NBA athlete logos, in addition to a free-thought listing exercise and a hypothetical logo creation/...Read more
