• Journal of Sport and Applied Science
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• v.4 no.2
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• pp.1-9
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• 2020

Purpose: This study sought to investigate the critical features of Word of mouth (WOM) advertising and their impact on sport consumer behavior. Research design, data, and methodology: Target population of the study consisted of all sports consumer of the Federation of Special Patients and Organ Transplantation, Tehran (Iran), who had indirectly watched the World Organ Transplant Competition documentary at least once on others' advice. For this purpose, 360 sports consumers of the federation were purposefully selected and they were asked to complete the standard WOM advertising questionnaire of Asda and Ko. Pearson correlation coefficient test and modeling of structural equations were performed using Spss24 and Smart PLS software at an error level of 0.05 used to analyze the data. Results: The findings show that there is a significant relationship between experience and expertise, trust and validity, content richness, and the power of message transmission through WOM advertising and its predictability. Finally, interpersonal relationships and work involvement also had a moderating role in this regard. Conclusions: The general conclusion is that the components of WOM advertising as well as involvement and homophily with the mediating role directly as one of the presuppositions for persuasion. The sports consumer was promoting WOM.

• Journal of Distribution Science
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• v.19 no.2
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• pp.45-52
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• 2021

Purpose: Contemporary consumers are increasingly adopting public displays of their loyalty towards brands: consumer dedication surpasses loyalty in that they find various ways to show their devotion to their favorite brands. The purpose of the current study is to utilize sports psychology to improve customer experience in the sports shops. Research design, data and methodology: To investigate the purpose of the study and suggest the solutions, Epistemology methods were used to analyze the nature of knowledge and various forms of attaining knowledge. As such, epistemology asks questions such as "what are constitutes of valid knowledge?". Results: This study figured out five theoretical results to suggest for practitioners in the sports retail shop based on prior research. According to the research, sports psychology can affect consumer buying behavior which builds upon specific demographics and their differentiating behavior. The results also show that males shop with specificity, while female consumers are likely to shop for pleasure. Men are also less frequent shoppers than women. Conclusions: Above all, this study concludes that a consumer decision-making study is vital in the sports retail business, and information about consumer decision-making can be an influential factor for sports retailers to increase their competitive advantage.

• Journal of Industrial Convergence
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• v.8 no.1
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• pp.1-18
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• 2010

The purpose of this study is to examine the impacts of sports marketing mix factors on brand equities and consumer behaviors. The findings of this study are as follows: first, there are differences in sports marketing mix factors, depending on individual characteristics. Differences are found in gender and living standard with regard to individual characteristics and prices. second, there are differences in brand equities, according to individual characters. third, sports marketing mix factors impact brand equities. fourth, the sports marketing mix factors impact perceive quality, brand recognition, location related to brand image and products. fifth, sports marketing mix factors impact brand equities and consumer behaviors. In regards with brand equities and repeat purchases, sports marketing mix factors impact promotion, products, perceived quality and image. In satisfaction, the sports marketing mix factors impact location, price promotion and product recognition. In the intention of transmission by word of mouth, the factors impact price, products, perceive quality and image.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.10
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• pp.214-221
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• 2018

This study was conducted to identify the negative effects of sports sponsorships on consumer attitudes towards sports celebrities and the products advertised by them. The results of this study verified the main effects of sports celebrities' responsibility level on consumer attitudes toward the sports celebrity and his/her products in cases of negative incidents. Furthermore, the moderating roles of sports celebrities' response strategies were identified. Data were collected from 135 undergraduate students in the Republic of Korea using a questionnaire. The data from nine participants were discarded because of disingenuous answers to the questionnaire; thus, the final sample consisted of 126 participants. Multivariate analysis of variance (MANOVA) of the obtained data revealed that a sports celebrity's responsibility level has negative effects on consumer attitude toward the sports celebrity and the product. The moderating effects of the sports celebrity's response strategies were also significant.

• The Journal of Natural Sciences
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• v.14 no.2
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• pp.115-131
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• 2004

The purpose of this study was to investigate the differences of sports involvement and consumer attitude on fashion advertisement using sports star models(CAATTM) according to demographics and to investigate the effect of sports involvement to CAATTM. The subjects selected for final analysis were 398 adults living in Daejeon. The statistics used for analysis included factor analysis, ANOVA, multiple range test, regression, $Cronbach'\alpha$, and frequency. The results were as follow: 1. Sports Involvement was divided Cognitive Sports Involvement(CSI) and Emotional Sports Involvement(ESI). The CSI and ESI were different according to sex. And CSI was different according to age, education level and marriage status. 2. CATTM was divided into three factors: Emotional Attitude(EA), Cogitive Attitude(CA), and Ethical Attitude(ETA). CA was different according to sex, age, income, and marriage status. 3. The sports involvement affected CAATTM. People who were high in CSI and ESI showed high attitude in EA and CA.

• Journal of Distribution Science
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• v.19 no.4
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• pp.5-13
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• 2021

Purpose: The sporting field is one of the most lucrative industries that most producers would want to share and drive-in sales towards its direction. The purpose of the present study is to evaluate how sports psychology has become a useful discipline in enhancing consumer purchase intentions. Research design, data, and methodology: This study employs a qualitative coding method to analyze and interpret the data obtained with a PRISMA declaration for analytical purposes. Using Web QDA (Qualitative Data Analysis) online tools, the current study coded the data obtained. Results: According to the prior studies, marketers should go the extra mile of looking for what sports customers are looking for. They understand that one way to increase the customers' willingness to purchase their products is by looking into the specific things that the customers look for and enjoy in sports. Conclusions: After all, the present study concludes that most marketers need to apply the concepts of sports psychology to understand consumer purchase intentions in particular retail stores. Consumers are likely to be influenced by their peers or groups to make decisions driven towards purchasing given sports apparel and the retail store to purchase a product.

• International Journal of Internet, Broadcasting and Communication
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• v.12 no.3
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• pp.163-170
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• 2020

The purpose of this research is to organize panels centered on professional workers and experts in the sports media industry, identify structures and items of sports media commentators' attributes that conform to the present era through the collective agreement process, and evaluate the derived measures according to the scale development procedure. We would like to shed new light on the nature of commentators due to the rapid development of broadcasting technology and the emergence of new media platforms, the emergence and expansion of smart media receptors and the changing environment of modern sports broadcasting. For this purpose, a panel of experts from academia and industry related to sports management and sports media was organized and the attributes of commentators were analyzed using the Delphi method. Technology development in the sports market has created a new sports consumption environment. In these consumer environments, various environmental factors influence the consumer's consumption culture of sports consumers. For example, professional information, as well as interpretations of sports culture, history and society are becoming their share for sports commentators, and viewers are demanding more diverse characteristics from sports commentators. In this respect, the study of sports commentator attributes can be a deep understanding of the rapidly changing culture of sports consumption.

• Proceedings of the Safety Management and Science Conference
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• 2010.11a
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• pp.399-416
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• 2010

Recently, As a marketing communications strategy, many companies are involved in sports sponsorship. Companies use sports sponsorship to increase the company's image. Or sponsorship gives the company an image change. Businesses have to complement and improve the advertising effects complementary. A new form of sports sponsorship as a marketing vehicle, Companies will bring a new marketing strategy. In addition, the importance of sponsorship is even more greater. In this study, as a way of Sports marketing, Corporate image using a sponsorship affect recognize any on consumer's purchasing behavior. Study results, It proved that Corporate image using a sponsorship affect recognize on consumer's purchasing behavior. It will continue to grow the sports field. Companies is important a variety of communication channels with customers. In this competitive marketplace, To become a competitive business effectively should be communicate with customers.

• Journal of the Korean Society of Costume
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• v.64 no.1
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• pp.18-30
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• 2014

As economy is growing and income level is increasing, more people are pursuing relaxation and leisure in their life. As the sports market in Korea is flourishing, sports wear companies have begun to focus marketing their brand by carefully selecting advertising models in order to get more exposure for their brands. The purpose of this study was to analyze, the effects of the advertising model types had on the company's brand recognition, and consumer subjectivity on consumer's preference and purchasing intention were studied. The subjects for the study were 260 men and women in their 20~30s living in Seoul and Gyunggi province. Three-way ANOVA was conducted for the data analysis. The results showed significant interactions between the three independent variables on preference. Although there were various advertising model types due to the improvement of media, (brand advertisement employing) the well known celebrity model was more effective for raising consumer brand awareness compared to non-celebrity models.

• The Research Journal of the Costume Culture
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• v.24 no.6
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• pp.788-802
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• 2016

Sportswear transforms itself into a new fashion item to satisfy desires for beauty in addition to having functionality and movability for sports activities. Sportswear is not in fashion just temporarily but comes in various forms along with sociocultural phenomenon that put emphasis on well-being and leisure. This research aims to study the needs of the bikers who ride bicycles or cycles has become a popular outdoor activity, and give suggestions for high functional sports design that can satisfy the needs of the highly demanding taste of athletes. To understand the design development direction and design preference, practical consumer needs were derived through a survey analysis on bike wear purchasing satisfaction and actual wearing state by bike riders. For consumer needs analysis, focus group interview, in-depth interview and questionnaire method were used. Based on analysis of those researches, athleisure bike wears appropriate for urban sports activities were categorized into sports, life, fitness and leisure 4 styles for athleisure bike wear design development. It is believed that this study will contribute to in the category expansion of sports wear market and satisfy the consumer demands for functional and specialized casual bike wears as well as fashion factors optimized to life style of modern people.