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Qualitative Research on Consumption of Professional Baseball Club's Licensed Fashion Product

프로야구구단의 라이선싱 패션제품 소비에 대한 질적 연구

  • Son, Seong-Yi (Dept. of Home Economics, Korea University Graduate School) ;
  • Lee, Yoon-Jung (Dept. of Home Economics Education, Korea University)
  • 손성이 (고려대학교 대학원 가정학과) ;
  • 이윤정 (고려대학교 가정교육과)
  • Received : 2016.02.01
  • Accepted : 2016.04.27
  • Published : 2016.06.30

Abstract

This study examined the consumption of licensed sports fashion products by sports fans in order to provide useful information to apparel companies that are interested in sports sponsorship marketing. Grounded theory approach was adopted to explore consumers' attitude toward the sponsoring companies, and motives of buying licensed fashion products. In-depth interviews were conducted with female fans of professional baseball clubs. The main phenomena of interest was consumer purchase of licensed fashion product, with the emphasis on cultural consumption as a causal condition. Providing support for victory, vicarious consumption, social identification, and needs to differentiate were identified as strategies related to licensed product purchase. Economic situations and limitations to purchase are identified as the mediating conditions. The study identified the effects of the consumption on the fan as well as the sponsoring companies as consequences of the phenomena. Sports marketing strategies were suggested for apparel companies based on the analysis of the consumption rituals for licensed fashion goods.

Keywords

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  1. 패션브랜드 숍매니저로의 성장과정에 관한 근거이론 연구 vol.43, pp.5, 2016, https://doi.org/10.5850/jksct.2019.43.5.649