Abstract
Logo is vital for a company as it plays the huge role for the growth of business. Every company owner needs and desires their organization to be recognisable and boost the profit of company well. To achieve an impressive success in this competitive and challenging market, they must be one step ahead of their competitors. Thus, a company's meaningful logo can have a major effect on the market and attract new customers to boost revenue. As logo is the essentially branding tool, it is a company's or business's first point of communication and exposure with the world. This research study demonstrates the Signalling Theory which indicates the relationship between colour combination, shapes, lines and fonts used in logo towards purchase intention in sport’s brand product from University Malaysia Sarawak (Unimas) undergraduate students’ perspective. 374 questionnaires were distributed to respondents which are undergraduate students from Unimas for the purpose of testing and analysis of the hypotheses in this research study. The data collected was evaluated with the Statistical Package for the Social Sciences (SPSS) version 26.0. In this research, it was found that the shape of the logo and the line used in the logo had a major positive relationship with purchase intention towards sport brand product from Unimas undergraduate students’ perspective, while the colour combination of the logo and the font used in the logo had a minimal impact on purchase intention towards sport brand product among Unimas undergraduate students. In contrast, the relatively insignificant impact of colour combination and font used in logo on sport brand product implementation tended to be influenced by other variables that yet to be determined.
Highlights
Nowadays, sports companies in the world are becoming huge businesses due to its wide existence across countries and high customer loyalty
All the components of a logo such as shape of logo, the combination of colour, the line and font used in logo have significant impact on the view of the customers and the type of image they picture about a company’s brand
With the mean of 4.2059 and a standard deviation of 0.82056, the analysis discovered that the highest mean is “Colour combination of sport’s brand logo catches my attention and interest.”
Summary
Sports companies in the world are becoming huge businesses due to its wide existence across countries and high customer loyalty. One of the factors is brand loyalty, which affects customers to a greater degree through purchasing intention Sports brand logo such as Nike, Adidas, Puma and many others are recognizable in the worlds. The logos of such companies, for the most part, instantly bind our thoughts to the company in question, even though we haven't seen the name, for instance, the black and white Nike’s Swoosh logo which represent the speed (Avram, 2019). The design of logo plays a vital role to enable the product being exposed to the market In this context, logo is the first contact/trigger point of a company or business with the outside world as logo is fundamentally a conditioning tool. From evaluating the brand recognition and ability to understand what makes a great logo, the company needs to consider making the appropriate design choices and handle the design process well
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