Document Type : Research Paper
Authors
1 Urmia university faculty member
2 PhD student at Urmia University
3 urmia uni
Abstract
This study examines the impact of the Persepolis Club logo color change on fan loyalty using the AIDA model. The main objective is to analyze how this change affects fans’ emotions and reactions and how it relates to their loyalty towards the team. For this purpose, 500 questionnaires were collected from Persepolis fans at the Tabriz Islamic Art University in Tabriz and the data was analyzed using Structural Equation Modeling (SEM) in Smart PLS software. The results show that the color change of the logo is effective in attracting the attention and interest of the fans and promoting a strong emotional bond between the supporters and the team. Furthermore, the results show that choosing appropriate colors can significantly increase fan engagement and loyalty. However, this study acknowledges limitations, such as focusing exclusively on certain colors and not considering other logo design elements. Future research could explore the impact of additional design elements and different color variations on fan loyalty. These findings provide valuable insights for sports managers aiming to enhance their marketing and communication strategies through effective logo designs.
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