• Journal of the Korea Convergence Society
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• v.9 no.2
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• pp.295-302
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• 2018

The purpose of this study was to empirically examine how the perception of CSR of domestic professional baseball clubs was related to the reputation of clubs, identification of clubs, and parent company image. For the research, a survey was conducted by 277 fans of LG Twins, Doosan Bears, SK Wyverns, and KT Wiz in the metropolitan area. First, the reputation of the club had a positive impact on club reputation. Second, CSR of professional baseball clubs had a positive impact on club identification. Third, the reputation of the club had a positive impact on the image of the professional baseball team. Fourth, the identification of clubs had a positive effect on the image of the professional baseball team's mother-company.

• Journal of Digital Convergence
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• v.16 no.1
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• pp.409-420
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• 2018

This is a convergence study to investigate the factors affecting the psychological happiness of leisure sports participants(social baseball club) and to present a strategy for effective program development. The subjects of this study were 151 participants of social baseball clubs in J-do area and collected data by self-reported questionnaire. Data were analyzed by descriptive statistics, t-test, ANOVA, correlation analysis and stepwise multiple regression analysis. The results of this study were the explanatory power was 54.1% with psychological happiness, quality of life, self-efficacy. As a result, it was confirmed that strengthening interpersonal relationship ability, positive reinforcement of self-efficacy, and quality of life were important for improvement of psychological happiness. and in the future, it is necessary to study repeatedly to confirm the influence of psychological through objective measurement.

• Journal of the Korean Society of Costume
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• v.66 no.4
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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.