• Journal of Korea Entertainment Industry Association
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• v.14 no.7
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• pp.95-106
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• 2020

The study was conducted to investigate the effectiveness of professional volleyball teams' integrated marketing communication(IMC) activities. The subjects of this study were a total of 400 surveys of visitors who visited the stadium to watch mans professional volleyball games from 2019 to 2020, and 385 questionnaires except for invalid or error questionnaires were used for research purposes. For factor analysis and reliability testing, IBM SPSS Statistics Ver 21.0 was used. Frequency analysis was conducted to examine the general characteristics. To verify differences between groups according to demographic and general characteristics, independent sample t-test and one-way ANOVA were performed, and correlation analysis was performed to examine the relationship between variables. In addition, regression analysis was conducted to verify the influence between variables. The results of the study are as follows. First, there was no difference in club image, club reputation, and club loyalty by gender. Second, there was no difference in club image, club reputation, and club loyalty according to age. Third, there was no difference in the club image, club reputation, or club loyalty according to the viewing experience. Fourth, professional volleyball team IMC activities were found to affect the club image. Fifth, professional volleyball team IMC activities were found to have an impact on the club's reputation. Sixth, it was shown that professional volleyball team IMC activities have an effect on club loyalty. Eighth, the club image was found to affect the club loyalty. Finally, it was found that the club reputation influenced the club loyalty.

• 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 Service Research and Studies
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• v.12 no.2
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• pp.117-134
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• 2022

This study conducted a survey on visitors who visited the 2021-2022 KBL Professional Basketball Stadium in Wonju to understand how professional sports viewing factors affect the club image, club satisfaction, and club reputation. As factors for watching professional sports, four factors were considered: stadium, game situation, spectating cost, and spectator promotion. A total of 450 questionnaires were distributed and 411 questionnaires excluding 39 questionnaires were used as the final analysis data. For the effective questionnaire survey, After analyzing the purpose and purpose of the research, participants were asked to collect data. The collected data were analyzed using SPSS statistical package after data coding and cleaning process. The results of this study are as follows. First, the effect of professional sports viewing factor on brand image was 45.1%, and the factor of pro sports viewing was significant in stadium, competition situation, and promotion of viewing, and had no effect on viewing cost. Second, the influence of professional sporting factor on the satisfaction of the team was 42.5% in explaining power, which was significant in the stadium, the competition situation, the cost of visiting, and promotion of viewing. Third, the influence of professional sports viewing factor on team reputation was 62.1%, and the factor of professional sports viewing was significant in promoting stadium, visiting cost, and viewing, and had no effect on economic situation. The implication of this study is that in order to increase the brand value of the club, it is much more effective to increase the quality of facilities and food and beverages and to activate events for the audience than to lower the cost of viewing.

• 한국체육학회지인문사회과학편
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• v.54 no.4
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• pp.347-361
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• 2015

The purpose of this study was to examine whether corporate sports marketing strategy using professional teams changes corporate image. In particular, this study was intended to analyze the effects of origin and corporate reputation on the change of corporate image in the process of persuading corporate image. Finally 211 effect data were secured by pre-test and post-test. The change of corporate image and the moderating effect of origin perception and corporate reputation were analyzed. The results were as follows. First, corporate trust image and social contribution image showed statistically significant increase. Second, corporate image had a difference before and after the test according to origin perception and after the test, corporate trust image and social contribution image were increased. Third, corporate image had a difference before and after the test according to corporate reputation. After the test, corporate trust image and social contribution image were increased and trust image confirmed the mediating effect according to corporate reputation. Based on the findings, this study suggests that corporate sports marketing strategy using professional teams has an effect on the persuasion of corporate image. Moreover, it demonstrates that the strategy is an important marketing tool to change consumers' corporate image.