PURPOSE This study first investigated how different types of sport team logos (emblem vs. mascot) influence consumer behavior through warmth and competence and then examined the moderating effects of consumer characteristics (gender) and contextual cues (perceived competence) on these relationships. METHODS A nationwide sample of adults age 20 was selected using quota random sampling based on gender. A 2 (logo type: emblem vs. mascot) × 2 (gender) × 2 (contextual cue: high competence vs. low competence) experimental design was employed, with participants randomly assigned to each group. Confirmatory factor analysis (CFA) with Mplus 8 was employed to assess the measurement model’s reliability and validity, and hypothesis testing was conducted through structural equation modeling (SEM), measurement invariance tests, and multigroup SEM analysis. RESULTS Findings indicate that anthropomorphized mascot logos, compared to emblem logos, generate more positive attitudes and psychological responses (warmth and competence) to the team. Gender’s moderating effect on the relationship between logo type and consumer perceptions (warmth and competence) was not significant, but contextual cues’ moderating effect was partially significant. CONCLUSIONS This study highlights of perceived warmth and competence’s crucial role in shaping consumer attitudes toward sports teams through logo design. These findings offer meaningful insights for sports teams and marketers to optimize branding strategies and enhance fan engagement.
