Journal of the Korean Applied Science and Technology (한국응용과학기술학회지)

The Korean Society of Applied Science and Technology (한국응용과학기술학회)
권호 표지
DOI QR코드

DOI QR Code

The Impact of Soccer Star's Human Brand on Attitude and Attachment to club

축구 스타의 휴먼 브랜드가 구단에 대한 태도 및 애착에 미치는 영향

  • Shin, Jin-Ho (Department of Leisure Sports, Assistant Professor, Seowon University)
  • 신진호 (서원대학교 레저스포츠학과)
  • Received : 2021.03.30
  • Accepted : 2021.04.30
  • Published : 2021.04.30
Download PDF
⟨ Previous Next ⟩

Abstract

This study aimed to identify the influence of soccer star's human brand on attitude and attachment to the club, providing the importance and implications of brand management of star players in the club. Therefore, a non-face-to-face mobile survey was conducted from January 14 to March 5, 2021, and a total of 348 copies of data were used for the final analysis. Data processing used the SPSS (ver.21.0) program to conduct frequency analysis, internal consistency and exploratory factor analysis, correlation analysis, and multiple regression analysis. The main results of this study are as follows. First, the human brand of a soccer star has been shown to influence the attitude of the club in the order of ethicality, attractiveness, and differentiation. Second, the human brand of a soccer star has been shown to influence the attachment of the club in the order of ethicality, attractiveness, and differentiation.

본 연구는 축구 스타의 휴먼 브랜드가 구단에 대한 태도 및 애착에 미치는 영향력을 규명하여 구단 소속 스타 선수들의 브랜드 관리의 중요성 및 시사점을 제공하고자 했다. 따라서 K리그 구단 소속 축구 선수를 선호하고 있는 사람을 표본으로 선정해 2021년 1월 14일부터 3월 5일까지 모바일 조사를 실시했으며, 총 348부의 자료를 최종 분석에 이용했다. 자료처리는 SPSS(ver. 21.0) 프로그램을 활용해 빈도분석, 내적일관성 및 탐색적 요인분석, 상관분석, 다중회귀 분석을 실시했다. 본 연구의 주요 결과는 다음과 같다. 첫째, 축구 스타의 휴먼 브랜드는 윤리성, 매력성, 차별성 순으로 구단에 대한 태도에 영향을 미치는 것으로 나타났다. 둘째, 축구 스타의 휴먼 브랜드는 윤리성, 매력성, 차별성 순으로 구단에 대한 애착에 영향을 미치는 것으로 나타났다.

Keywords

References

  1. H. S. Jeong, J. H. Shin, J. S. Kim, "The impact of soccer player image on advertising effect", Journal of the Korean Applied Science and Technology, Vol.37, No.6 pp. 1575-1582, (2020). https://doi.org/10.12925/JKOCS.2020.37.6.1575
  2. C. H. Choi, J. H. Shin, "Effect of sales promotion type stimulating consumption want of generation Z: targeted by soccer goods brand of online market", The Korean Journal of Sport, Vol.17, No.1 pp. 319-328, (2019).
  3. Y. H. Song, M. S. Ha, S. M. Ha, "The effects of football talents program on body composition, physical fitness, self-control and self-efficacy in elementary school students", Journal of the Korean Applied Science and Technology, Vol.35, No.1 pp. 306-315, (2018).
  4. J. M. Park, "Lee cheong-yong vs Ki sung-yong... will the 'ssangyong derby' become the biggest box office card in the K-league". Hans Economy, http://www.sporbiz.co.kr/news/articleView.html?idxno=465884. (August, 27, 2020).
  5. J. H. Shin, I. S. Hwang, "Verification of human brand effect of soccer star applying bootstrap method: centrally by promotion advertising", The Korean Journal of Sport, Vol.17, No.1 pp. 579-589, (2019).
  6. B. C. Kim, J. A. Ahn, Y. H. Chio, "A study on the relationship among personal characters of consumer, human brand attachment, and loyalty : focused on big five model", Advertising Research, Vol.77, pp. 173-195, (2007).
  7. J. W. Kim, "The structural relationship among professional baseball human brand, team identification, team royalty and repurchase intention", The Korean Journal of Sport, Vol.15, No.2 pp. 410-411, (2017).
  8. S. S. Song, "The structural relationship among sports human brand characteristics, brand identification, brand personality, brand attachment and brand loyalty", Korean Journal of Sport Science, Vol.29, No.4 pp. 705-720, (2020). https://doi.org/10.35159/kjss.2020.08.29.4.705
  9. J. F. Engel, R. D. Blackwell, P. W. Miniard, "Consumer Behavior(8thed)", New York: Dryden, (1995).
  10. B. A, Carmichael, "A matrix model for resident attitude and behaviors in a rapidly changing tourist area", Tourism Management, Vol.21, No.6 pp. 601-611, (2000). https://doi.org/10.1016/S0261-5177(00)00007-8
  11. Y. M. Kim, "The structural relationship among women's professional basketball operation system, team trust, team attachment, familiarity of foreign players and revisit intention", Journal of Sport and Leisure Studies, Vol.79 pp. 45-59, (2020). https://doi.org/10.51979/KSSLS.2020.01.79.45
  12. I. C. Kang, J. K. Kang, K. K. Yu, "The relationship among cause-related marketing, sense of community and team attachment in professional soccer team", Korean Journal of Sport Science, Vol.26, No.3 pp. 725-735, (2017). https://doi.org/10.35159/kjss.2017.06.26.3.725
  13. I. G. Kim, J. H. Choi, M. S. Kim, "The effects of retro-marketing in professional baseball on team pride, loyalty, and fan expansion", Journal of Sport and Leisure Studies, Vol.54, No.1 pp. 217-231, (2013). https://doi.org/10.51979/KSSLS.2013.12.54.217
  14. H. J. Kim, Y. D. Choi, "The relationship between professional baseball team CSR activities and spectators team attachment: focus on the mediating effect of team-CSR fit", Korean Journal of Sport Science, Vol.26, No.5 pp. 483-496, (2017). https://doi.org/10.35159/kjss.2017.10.26.5.483
  15. J. H. Shin, J. Chang, "A study of advertisement effectiveness to golf star human brand", The Korean Journal of Sport, Vol.17, No.3 pp. 845-854, (2019).
  16. J. E. Jung, J. S. Bae, S. B. Nam, "The structural relationship between marketing using nostalgia, attitude toward professional baseball club, and revisit intention in professional baseball", Korean Journal of Sport Science, Vol.27, No.5 pp. 603-613 (2018). https://doi.org/10.35159/kjss.2018.10.27.5.603
  17. B. K. Lee, J. H. Hwang, "Structural relationship among marketing activity, team image, team identification, team attitude and team loyalty of probaseball teams", Korean Journal of Sport Science, Vol.25, No.1 pp. 650-618, (2016).
  18. J. B. Kim, "The influence of sport human brand traits, consumer-sport human brand relationship, and match-up between product image and sport human brand on sport human brand attachment, brand attitude, brand royalty, and purchasing intention: focused on tv advertisement", Journal of Sport and Leisure Studies, Vol.54, No.1 pp. 523-538, (2013). https://doi.org/10.51979/KSSLS.2013.12.54.523
  19. J. Y. Park, "The impact of congruence of human brand and a corporate, and human brand and a consumer on brand attitude and purchase intention". Sejong University of Graduate School, Master's Thesis, (2015).
  20. S. Y. Park, "The effect of human brand characteristics of customer service employees on customer participation, customer-brand relationship, attitude and satisfaction". Pusan Catholic University of Graduate School, Doctoral dissertation, (2018).
  21. J. H. Park, "The effect of sport human brand character and perceived quality on brand trust, brand attachment and extension purchase intention". Kyunghee University of Graduate School, Master's Thesis, (2016).
  22. H. J. Kim, "The effects of human brand's attributes on brand attitudes and brand loyalty intention". Dong-Eui University of Graduate School, Doctoral dissertation, (2018).
  23. K. H. Kim, "'PD Notebook' deals with the substance of the suspicion of academia in the sports world". imbc entertainments, http://enews.imbc.com/News/RetrieveNewsInfo/308994. (March, 16, 2021).
  24. J. H. Shin, "Verification of advertisement model effectiveness to mixed martial arts athlete", The Journal of Korean Alliance of Martial Arts, Vol.22, No.1 pp. 23-35, (2020). https://doi.org/10.35277/KAMA.2020.22.1.23
  25. Ministry of Culture, Sports and Tourism, "School violence player, no longer successful as a player". Ministry of Culture, Sports and Tourism, https://www.mcst.go.kr/kor/s_notice/press/pressView.jsp?pSeq=18690. (February, 24, 2021).