• 산경연구논집
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• 제13권7호
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• pp.27-35
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• 2022

Purpose: To entice new customers, companies attach their products to sports. From a pastime enjoyed by many to a multi-billion-dollar enterprise, the sport has evolved due to the growth in sports marketing spending. The purpose of this study is to illustrate the notion of sports media marketing using the prior textual data. Research design, data and methodology: The Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) methodology was conducted to investigate previous literature to achieve the purpose of the study. This method includes searching for information sources, selection of articles, and results extraction relative to the objectives. Results: The findings from prior systematic review indicated that customers and the marketplace can be better understood with the help of well-executed marketing campaigns. Moreover, many different techniques are being utilized to describe sports marketing such as the use of media, advertisement, public relations, and direct sales. Conclusions: All in all, the present study concludes that the notion of associative competitiveness is one of the unique characteristics of the sports sector. As a result, sports leagues and federations must maintain a balance within the league and develop a shared marketing strategy to help promote their respective sports and competitions.

• 한국게임학회 논문지
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• 제19권1호
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• pp.61-72
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• 2019

본 연구는 아웃도어 레크리에이션 활동에 집중되어 있던 레크리에이션 전문화 이론을 e스포츠에 적용한 점과 e스포츠 흥행을 주도하고 있는 주요 종목인 리그오브레전드를 중심으로 현재의 e스포츠 소비자의 여가 특성에 대한 차이를 통계적으로 유의하게 검증했다는 점에서 의의를 가진다. 향후 연구에서는 다양한 종목에 적용함으로써 연구를 확대하여 일반화시키려는 노력이 필요하며 e스포츠 여가에 대한 양적 연구와 질적 연구 방법의 도입이 필요할 것으로 사료된다.

• 품질경영학회지
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• 제52권2호
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• pp.341-356
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• 2024

Purpose: This study investigates the role of authenticity in the effect of CSV activities of sports firms on corporate trust based on the attribution theory. Although many studies have been conducted on CSV, studies on the sports firms' CSV activities and their authenticity are insufficient. Methods: This study surveyed consumers who have experienced CSV activities of sports firms. The data were analyzed using structural equation model and hierarchical regression analysis. Results: The results showed that sports firms' CSV activities significantly affected corporate trust and authenticity played an important role in regulating the impact of CSV activities on corporate trust. The more authenticity was recognized by customers, the higher the performance of sports firms' CSV activities. Conclusion: These results imply that it is important to establish authentic CSV strategy, as performance of CSV activities is mainly determined by authenticity.

• 한국의상디자인학회지
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• 제10권3호
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• pp.47-59
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• 2008

The recent trend of Sports Wear is seeking functionality and fashion at the same time, where the spread of sportism becomes caual style leading street fashion. Sports Wear is classified into active Sports Wear and Sports casual Wear, in which active Sports Wear is expanded to a mixture with Sports casual wear. The purpose of this study is to research the trend of materials used in active Sports Wear and Sports casual wear. Materials used for jacket/jumper, pants and t-shirts of active Sports Wear and Sports casual wear, and high-tech functional materials used for active Sports Wear have been analyzed. The results of the study are the following: a) Most of the materials used for Sports Wear are polyester, nylon, cotton, and a mixture of cotton and polyester. Active Sports Wear uses functional materials and texture such as Dri-Fit, which absorbs and dries fast, whereas Sports casual wear satin, cire and denim has been used to keep up with the trend rather than focusing in functionality: b) companies such as Nike and Adidas have used many high-tech materials to emphasize the functionality of Sports Wear, while Puma stresses on fashion rather than function, however uses spandex in order for the consumer to feel comfortable during physical activities; c) active Sports Wear in jacket/jumper, pants and t-shirts uses functional material and texture, however Sports casual wear uses satin and cire to keep up with the fashion trend rather than functionality; d) and Nike uses high-tech funtional materials for its Sports Wear in therma-fit, Clima-fit, Dri-fit and storm-fit, whereas Adidas uses Clirna-lite, Clirna-proof, Clima-warm, and Clirna-cool in their active Sports Wear.

• 유통과학연구
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• 제14권12호
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• pp.89-97
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• 2016

Purpose - In the major global markets, such as US and China, consumer ethnocentrism has been strengtened and there is a growing need for related study. This research aims to investigate the effects of national pride and national attachment on consumer ethnocentrism, using a nationally representative dataset from 2013 Korean General Social Survey. Based on the reviews of literature in social and political sciences, two dimensions of national pride were considered: national society pride which is based on positive evaluations on the nation's democracy condition or social security system, and national achievement pride which is based on positive evaluations regarding the country's achievements in the areas of technology, art, sports, and so on. Research design, data, and methodology - The authors developed a structural model in which two types of national pride, national society and achievement pride, are proposed to affect national attachment, thus influencing consumer ethnocentrism. 1,294 surveys were used for empirical analysis. The hypotheses were tested by utilizing SPSS 22.0 and AMOS 21.0. The unidimensionality of each construct and the nomological validity were supported from the results of factor analyses and correlation analysis. Results - It was found that both national society pride and national achievement pride have significant and positive effects on national attachment. Consumers who show stronger pride on the social systems or the global achievements of Korea are more likely to remain being a citizen of the country and support the country even in wrong. Also, there was a significant and positive relationship between national attachment and consumer ethnocentrism. Korean consumers who have stronger attachment to Korea tend to express higher ethnocentrism to protect Korean labor market and to promote economic development of the country. Conclusions - The findings of this study showed that companies and government need to emphasize the country's advanced social environments or global competitiveness in technology, sports, art, and so on, to boost national attachment. With a deeper understanding on the relationships among national pride, national attachment, and consumer ethnocentrism, the authors expect that both local and foreign companies in Korea will be able to develop more effective marketing strategies and to achieve sustainable competitive advantage.

• 유통과학연구
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• 제17권10호
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• pp.49-59
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• 2019

Purpose - This study aims to verify the effect of sports sponsorship recognition on corporate image and the relationship between image and identification, corporate image and purchasing intention, brand identification and purchasing intention Research design, data, and methodology - To carry out the purpose of this study, a set of data was collected from 320 surveys and 305 of them were used. Statistic programs, SPSS 18.0 and AMOS 20.0, were used to analyze the data. Results - It was found that emotional sports sponsorship recognition and social sponsorship sports sponsorship recognition had positive effects on corporate image and brand identification. Corporate image also had a positive effect on brand identification. Besides, it was analyzed that corporate image and brand identification had positive effects on purchasing intention. Conclusions - The results show that sports sponsorship recognition can influence brand identification and purchasing intention, and contribute to the enhancement of corporate image. Since brand personality that matches the self-image of the targeted customer will have a more positive effect on the relationship with the consumer, marketing activities should be carried out so that the brand image can be identified with the company image of sports sponsorship activities.

• 마케팅과학연구
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• 제18권1호
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• pp.157-177
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• 2008

Sportswear, including sports shoes, becomes a common and popular category because it gives young people a more relax lifestyle and greater versatility and comfort. It is believed that consumers prefer products of developed countries to products of developing or underdeveloped countries. This study tries to compare consumer behaviors for sports shoes in China and Korea. Our research model analyzed relationships among country-of-origin, perceived quality, perceived price, brand image and purchase intention for sports shoes in Korea and China. The country-of-origin was not found to play a significant role in Korea. But it was found to positively influence perceived quality in China. Brand image was found to play an important role in influencing perceived quality and perceived price in Korea and China. Perceived quality was found to influence positively purchase intention in both countries. Perceived price was found to negatively influence purchase intention in China. Implications drawn from this study were discussed.

• 복식
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• 제66권4호
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• pp.18-31
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• 2016

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.

• 한국의류학회지
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• 제42권6호
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• pp.1025-1038
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• 2018

This study identifies the socio-psychological factors on athleisure wear purchase behavior and focuses on the effects of participation motives in sports leisure activity. This research compares athleisure wear purchase behavior among the three groups segmented by participation motives for sports and leisure activity. An online survey on male and female consumers between the ages of 20 and 50 provided 319 responses that were analyzed using SPSS 20.0. The factor analysis and reliability analysis, cluster analysis, variance analysis, Duncan test, and Chi square test were conducted. The results were: 1) From a result of the factor analysis on consumers' sports leisure participation motives clearly showed factorial structures including social interaction, physical health, and pleasant feeling. 2) Cluster analysis indicated three groups of participation motives in sports and leisure activity such as passive motivating type, social interaction type, and wellness type. 3) Consumer groups showed significant differences in purchase reasons, preferred brands, product items, and pursued performance attributes for purchasing athleisure wear products.

• 복식문화연구
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• 제25권3호
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• pp.391-404
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• 2017

The purpose of this study was to identify the consumers' demands on functional design of sports climbing pants. Data were collected through a field survey. 82 male and 70 female amateur sports climbers in Seoul participated. The questionnaires measured aspects of functional design in sports climbing pants, specifically motion adaptability, comfort and aesthetic value of the climbing pants. The results of this study show that comfort during climbing postures was the most important value of the climbing pants. The subjects sought motion adaptability at the hip, crotch, thigh and knee. The preferred style and degree of fit of climbing pants were differed according to gender. Men preferred loose or semi tight fit style climbing pants but women preferred the leggings style of the sport pants. The soft touch seam line and body shaping function were also important for women. The type of pants preferred for sports climbing also differed by the climbing experience period. Men began to wear the outdoor mountaineering style pants when they had experienced sports climbing for 6 months and to wear the climbing expert style pants when they had experienced sports climbing for a year. Most women wore leggings style sports pants from the beginner stage. This study also analyzed Korean market trend in 2016~2017 F/W for sports climbing pants design. The men's pants were more likely to be designed to improve mobility compared to the women's pants, even though the aesthetic value of the sports climbing pants was important for women.