Browse > Article
http://dx.doi.org/10.15207/JKCS.2018.9.2.295

Relationship between social responsibility activities perceived by professional baseball fans, club reputation, club identification and mother-company image  

Lee, Ji-Hwan (Kyungin Women's University)
Ryu, Won-Yong (Kyungin Women's University)
Publication Information
Journal of the Korea Convergence Society / v.9, no.2, 2018 , pp. 295-302 More about this Journal
Abstract
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.
Keywords
professional baseball club; corporate social responsibility(CSR); club reputation; club identification; mother-company image;
Citations & Related Records
연도 인용수 순위
  • Reference
1 K. S. Lee & J. Hur. (2012). The Effect of Social Responsibility of Professional Soccer Title Sponsor on Sponsor Image, Sponsor Identification, Sponsor Trust and Sponsor Loyalty. Korean Journal of Sports Science, 21(6), 801-812. UCI : G704-001369.2012.21.6.122
2 S. C. LEE. (2009). The Performance Analysis of Cause-Related Marketing Activity in Professional Baseball Team. Korean Journal of Sport Management, 14(1), 163-174. UCI : G704-001367.2009.14.1.009
3 S. C. Noh. (2013). The effect of corporate social responsibility (CSR) of professional sports team on team image and team loyalty: Moderating role of team identification and CSR fit. Master dissertation. Kyunghee University, Gyeonggi-do.
4 J. W. Lee. (2014). Effects of professional baseball consumer's OSE on club reputation, corporate-parent reputation, corporate image and purchase intention. Master dissertation. Sungkyunkwan University, Gyeonggi-do.
5 S. Y. Park & K. R. Chang. (2010). A Study of the Fit Perceptions of Corporate Social Responsibility by Professional Sport Teams on Sport Fan Attitudes and Behavioral Intentions. Korean Journal of Sport Science, 21(3), 1417-1430. DOI : 10.24985/kjss.2010.21.3.1417   DOI
6 B. R. Kim & S. J. Lim. (2010). The influence of professional sports teams' cause-related marketing (CRM) and corporate social responsibility (CSR) on the corporation image, fan loyalty, and marketing performance. Korean Journal of Sports Science, 19(2), 833-844. UCI : G704-001369.2010.19.2.087
7 G. T. Kim. (2017). The study of The Corporate Association Effect on the Perceiving of Professional Baseball Fans. Journal of the Korea Entertainment Industry Association, 11(6), 125-137. DOI : 10.21184/jkeia.2017.08.11.6.125   DOI
8 S. C. Kwon. (2011). The Effects of Professional Baseball Team Association on Identification, a Mother Company Image and Loyalty. Doctoral dissertation. Soongsil University, Seoul.
9 C. S. Moon. (2004). The Study on Strategic Philanthropies of Corporations PR Campaign: Case Studios on Domestic and International Tobacco Companies Strategic Philanthropies. The Korean Journal of Advertising, http://www.earticle.net
10 C. S. Jeon & Y. J. Yoo. (2015). The Influence of Food-Service's Socially Responsible Activities on Consumer-Company Identification, Corporate Image, and Word of Mouth. Tourism Research, 40(1), 21-44. DOI : 10.5392/jkca.2015.15.07.555
11 H. M. Bae. (2008). A study on the influence of corporate social responsibility(CSR) on corporate image and reputation. Doctoral dissertation. Chungang University, Seoul.
12 J. S. Ahn, J. B. Suh & H. S. Yi. (2014). Sponsoring Parent Company's Image, Products and Behavioral Outcomes. Korean Journal of Sport Science, 25(1), 120-130. DOI : 10.24985/kjss.2014.25.1.120   DOI
13 J. H. Ahn & I. G. Kim. (2010). Relationship between a professional basketball team's social responsibility activities and the team's brand image: focused on mediating effect of team reputation. Korean Journal of Sports Science, 19(2), 917-930. UCI : G704-001369. 2010.19.2.049
14 http://100.daum.net/encyclopedia/view/188XX75602453
15 S. H. Choi. (2009). The impact of professional baseball team's social responsibility on image and spectator's attitude. Master dissertation. Korea University, Seoul.
16 (translation by) M. H. Nam. (2007). Kotler Philip CSR marketing. Seoul : Woongjin Thinkbig
17 P. S. Ellen, D. J. Webb & L. A. Mohr. (2006), Building Corporate Associations: Consumer Attributions for Corporate Socially Responsible Programs. Journal of the Academy of Marketing Science, 34(2), 147-157. DOI : 10.1177/0092070305284976   DOI
18 C. B. Park. (2010). A Study on the Effects of Sports Team's Social Responsibility Activity on Their Team Image. Korean Journal of Sports Science, 19(4), 189-198. UCI : G704-001369.2010.19.4.122
19 T. S. Jeong. (2015). Effects of Social Responsibility on Team Image, Identification and Loyalty in Professional Baseball Team. Korean Journal of Sports Science, 24(4), 917-928. UCI : G704-001369.2015.24.4.089
20 D. W. Kim & C. H. Kim. (2016). Influence of a Professional Sports Club's Corporate Social Responsibility Activity on Fan-perceived Team Emotion, Team Pride and Team Attachment. Korean Journal of Sports Science, 25(5), 743-754. UCI : G704-001369.2016.25.5.072
21 J. Y. KIm, S. S. Kim & I. G. Kim. (2010). The Structural Relationship between Activity Type of Professional Basketball Teams' Corporate Social Responsibility and Brand Equity. Journal of Sport and Leisure Studies, 42(1), 455-469. UCI : G704-000763.2010.42.092
22 J. C. Yang & G. C. Lee. (2011). The Effects of Professional Sports Team's Sports Ethics Management on Team's Reputation and Loyalty. Journal of Sport and Leisure Studies, 43(1), 451-462. UCI : G704-000763. 2011.43.065
23 http://blog.naver.com/kikikro0207/80093005008
24 K. T. Yim & K. R. Chang. (2004). The Effects of Managing Professional Sport Teams on Corporate Brand Equity. Korea Institute of Sport Science, 15(3), 69-80. UCI : G704-000739.2004.15.3.007
25 I. G. Kim, J. H. Lee & J. Y. Kim. (2016). The Study of professional Sports Team's Corporate Social Responsibility from application of the Co-orientation model. Korean Journal of Sport Management, 21(2), 21-34. UCI : G704-001367.2016.21.2.005
26 S. M. Kang & M. K. Jang. (2013). The Mediating Effects of Organizational Identification on the Relationship between employees' perceptions of CSR and Organizational Commitment. Journal of Tourism Management Research, 17(3), 1-19. UCI : G704-SER000009812.2013.17.3.020
27 K. S. Lee & J. Hur. (2012). The Effect of Social Responsibility of Professional Soccer Title Sponsor on Sponsor Image, Sponsor Identification, Sponsor Trust and Sponsor Loyalty. Korean Journal of Sports Science, 21(6), 801-812. UCI : G704-001369.2012.21.6.122
28 D. W. Kim, H. M. Seo & K. R. Chang. (2015). The Influence of Sport Franchise's Ethical Management on its Mother-Company Image and Level of Trust through Sport Franchise's Property Elements. Korean Journal of Sport Management, 20(1), 19-32. UCI : G704-001367.2015.20.1.004
29 M. K. Kim & Y. S. Kim. (2014). A Study on the Effect of Food Service Enterprise's Social Responsibility Participation on Employees' Firm Reputation and Organization Loyalty. International Journal of Tourism and Hospitality Research, 28(8), 197-211. UCI : G704-001491.2014.28.8.013