• Journal of Fashion Business
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• v.17 no.2
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• pp.117-135
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• 2013

With the growth of mass media, professional baseball teams have strived to keep up team's tradition and individuality and build a distinctive image through sports marketing using visual identity. Among others, a baseball uniform is used as a sports marketing tool more than an uniform. Uniform color acts as a distinctive element in team's uniform design and is effective to raise attention, manifest a positive image to spectators, and increase trust and affinity. This study aims to compare and analyze color characteristics and images of professional baseball uniforms in America, Japan, and Korea as visual identity. For this, literature review was made on the history of baseball, uniforms, sports marketing, and visual identity, and then color characteristics and images were analyzed on professional baseball away uniforms in Korea, America, and Japan collected in Internet and official web sites. The results are as follows. First, for color characteristics of professional baseball uniforms, the most frequently used color was R(V) color in Korea, ltGy color in America, and Bk color in Japan. Second, for color images of professional baseball uniforms, the most frequently used image was a casual image in Korea, a dandy image in America, and a modern image in Japan.

• 한국체육학회지인문사회과학편
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• v.51 no.3
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• pp.79-88
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• 2012

The purpose of this study was to find spectator's value cognition and expected-benefit factors on professional baseball sportstar. Purposeful Sampling method was used to select among fan club leaders and people who had watched baseball games over ten years 8 informants who watched more than 4 times in 6 baseball games in 2011 Lotte Card Professional Baseball League. Data collection relies on focus group interviews and in-depth interviews. Text analysis was attempted to adopt the A-R-C needs theory proposed by Thomson(2006) for spectator's value cognition and the metaphors for consuming by Holt(1995) for expected-benefit factors. The research summary is as follow: Spectator's value cognition on professional baseball sportstar were an object of entertainment-oriented value, a major figure for social relationship-oriented and an object of identical. Spectator's expected-benefit factors on professional baseball sports tar were confirmation of values and heroic orientation. Meanwhile, spectator who had entertainment-oriented value cognition on professional baseball sportstar expect heroic orientation, who recognize professional baseball sportstar a major figure for social relationship-oriented and an object of identical pursue confirmation of values.

• Journal of Fashion Business
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• v.23 no.2
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• pp.89-109
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• 2019

The purpose of this study was to develop licensed fashion products based on the analysis of Korean professional baseball licensing. This study reviewed the introduction of sports marketing, licensing programs, and analyzed the current status of licensing brands and products in Korean baseball clubs. Based on this analysis, high value added licensed products were developed for Korean professional baseball clubs. The results of this study were as follows. First, all Korean baseball clubs operated offline shopping malls in their home stadiums and posted online shopping mall links on their websites. Moreover, licensed products were developed through agreements with sports and licensing companies, and sales were being done through official shopping malls, open markets, and shopping malls. Various marketing for specific events or targets were not done well. Second, licensed products were mostly fashion products such as clothing and hats. Most of them were unisex wear, but the proportion of fashion products for women was not large. Also, while the licensed products used elements that made the baseball team feel symbolic throughout, they sometimes sold products that did not reveal the identity of the professional baseball team, with an emphasis on motifs that were unrelated to the team. Third, this study selected KIA Tigers and developed 27 kinds of women's licensed fashion products including textile designs. Through this research, it was derived that there is the need for integrated marketing of Korean professional baseball, diversification of consumer-based licensing products, and enhanced entertainment products for the Korean baseball cheering culture.

• The Korean Journal of Applied Statistics
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• v.24 no.6
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• pp.1139-1148
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• 2011

Team standings in the regular professional baseball league should be determined based on a reasonable criterion; however, an unreasonable Japanese method is being used in Korea as of 2011. In this paper, we suggest a new method of computing the percentage of victories constructed by combining the advantages of the methods to determine team standings used in Korean professional baseball. We also have applied preexistent methods and suggested method to past and present Korean professional baseball data.

• Journal of the Korean Data and Information Science Society
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• v.21 no.6
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• pp.1041-1049
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• 2010

In Korean professional baseball, attendance is the largest source of revenue for development of professional baseball and the highest concern of professional baseball teams. So, if there is demand forecasting model, it will be helpful for pennant chasers to work out the strategies for drawing attendance. For this reason, this research intends to suggest the model which estimates Korean professional baseball's attendance and uses all usable variables which have an effect on attendance in limited circumstances. We supposed that dependent variable is attendance as well as several independent variables and error term are homoscedastic variance. And then, we compared the models which assume conditional heteroscedastic variance like GARCH and EGARCH with GARCH-t models which use the assumption that error term's distribution follows student-t distribution. In result of that, we could confirm that the models which were made by using GARCH(1,1)-t made estimates the most accurately among the several models considered.

• Journal of the Korean Data and Information Science Society
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• v.26 no.1
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• pp.1-10
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• 2015

This paper offers some long term perspective on what has been happening to some baseball statistics for Korean professional baseball. The data used are league summaries by year over the period 1982-2013. For the baseball statistics, statistically significant positive correlations (p < 0.01) were found for doubles (2B), runs batted in (RBI), bases on balls (BB), strike outs (SO), grounded into double play (GIDP), hit by pitch (HBP), on base percentage (OBP), OPS, earned run average (ERA), wild pitches (WP) and walks plus hits divided by innings pitched (WHIP) increased with year. There was a statistically significant decreasing trend in the correlations for triples (3B), caught stealing (CS), errors (E), completed games (CG), shutouts (SHO) and balks (BK) with year (trend p < 0.01). The ARIMA model of Box-Jenkins is applied to find a model to forecast future baseball measures. Univariate time series results suggest that simple lag-1 models fit some baseball measures quite well. In conclusion, the single most important change in Korean professional baseball is the overall incidence of completed games (CG) downward. Also the decrease of strike outs (SO) is very remarkable.

• The Journal of the Korea Contents Association
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• v.14 no.4
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• pp.379-388
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• 2014

This study analyzed the status of Korean professional baseball as TV contents utilizing ratings. For the purpose of the study, Korea professional baseball's relative status to other genres though ratings is investigated. For this study, ratings per minute for the whole cable TV channel viewer ratings in 2010 were analyzed, and the following is the result of comparing and analyzing ratings per genre and channel of cable TV. Among 11 genres, drama showed the highest rating, and entertainment, movies, kids, news/reports, sports, music, etc followed. Drama and entertaining channels showed the highest ratings and sports did not show any high ranking. However, when analyzing times for broadcasting Korean professional baseball separately, Korean professional baseball in both genre and channel showed the highest r ratings and it was significant statistically. Thus, it is considered that Korean professional baseball is the most valuable contents for the related cable TV times.

• 한국체육학회지인문사회과학편
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• v.55 no.6
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• pp.361-373
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• 2016

The winning rate is the most important indicator for running a professional baseball team because it directly affects the spectator. James(1980) suggests that the Pythagorean method is almost identical to the actual winning rate, which is known as a way of helping to establish a team strategy. In this study, it was analyzed what kind of detail difference produced difference between real winning rate and winning rate based on Pythagorean method for 10 years from 2005 to 2014. The purpose of this study is to derive a plan to improve the performance of Korean professional baseball team. The results show that the expected winning rate differs from the actual winning rate by +.062 to -.054. In the process of this result, records of base on balls of the hitter, strikeout of the hitter, base on balls of the pitcher, batting average, sacrifice fly, etc. were found to affect the performance of professional baseball team. Therefore professional baseball teams should improve their batting eye so they can get a base on balls and reduce strikeouts. In the case of a pitcher, it should be instructed to reduce the base on balls by improving the control.

• IE interfaces
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• v.17 no.4
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• pp.440-449
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• 2004

The OERA(Offensive Earned-Run Average) is a methodology for the performance evaluation of baseball players, which is based on a well- known Markov chain model. The DEA(Data Envelopment Analysis) is an LP-based evaluation technique for performance analysis of DMUs (Decision Making Units), whose production activities are characterized by multiple inputs and outputs. In this paper, the performances of Korean professional baseball players are analytically evaluated using both OERA and DEA methods. We discuss methodological strengths and drawbacks of two kinds of baseball evaluation techniques, by comparing both results. Finally to overcome the shortcomings of both methods, we develop a new analytical approach for baseball evaluation by combining OERA with DEA.

• Journal of the Korean Data and Information Science Society
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• v.27 no.6
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• pp.1477-1485
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• 2016

The Pythagorean theorem for baseball based on the number of runs they scored and allowed has been noted that in many baseball leagues a good predictor of a team's end of season won-loss percentage. We study the convergence characteristics of the Pythagorean expectation formula during the baseball game season. The three way ANOVA based on main effects for year, rank, and baseball processing rate is conducted on the basis of using the historical data of Korean professional baseball clubs from season 2005 to 2014. We perform a regression analysis in order to predict the difference in winning percentage between teams. In conclusion, a difference in winning percentage is mainly associated with the ranking of teams and baseball processing rate.