• The Journal of the Korea Contents Association
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• v.17 no.12
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• pp.92-103
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• 2017

This study compared and analyzed the effects and differences of sports brand and sport star's personality on brand attachment and brand loyalty. For this purpose, we conducted a questionnaire survey of university students in Busan and Gyeongsang provinces. A total of 316 copies were selected as valid samples for this study. For the data analysis method, using SPSS 18.0 version, frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, corresponding sample t-test and multiple regression analysis were carried out. The results of this study are as follows: First, sports brand personality had a significant effect on brand attachment in order of interest, sophistication, and robustness. Second, the sport brand personality had a significant effect on behavioral loyalty in order of interest, sophistication, and robustness, and effect on attitudinal loyalty in order of robustness, interest, ability. Third, sports star personality had a significant effect on brand attachment in order of interest, trust, and sophistication. Fourth, sports star personality had a significant effect on behavioral and attitudinal loyalty in order of interest, trust and ability. Fifth, the analysis of the difference between sports brand personality and sports star personality showed that the difference between the mean values of all factors was statistically significant.

• Journal of Korea Entertainment Industry Association
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• v.13 no.8
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• pp.377-389
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• 2019

This study conducted social network big data analysis to investigate consumer's perception of Japanese sporting goods related to Japanese boycott and to extract problems and variables by recognition. Social network big data analysis was conducted in two areas, "Japanese boycott" and "Japanese sporting goods". Months of data were collected and investigated. If you specify the research method, you will identify the issues of the times - keyword setting using social network analysis - clustering using CONCOR analysis using TEXTOM and Ucinet 6 programs - variable selection through expert meetings - questionnaire preparation and answering - and validity of questionnaire Reliability Verification - It consists of hypothesis verification using the structural model equation. Based on the results of using the big data of social networks, four variables of relevant characteristics, nationality, attitude, and consumption behavior were extracted. A total of 30 questions and 292 questionnaires were used for final hypothesis verification. As a result of the analysis, first, the boycott-related characteristics showed a positive relationship with nationality. Specifically, all of the characteristics related to boycotts (necessary boycott, sense of boycott, and perceived boycott benefits were positively related to nationality. In addition, nationality was found to have a positive relationship with consumption behavior.

• 한국체육학회지인문사회과학편
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• v.54 no.4
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• pp.111-121
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• 2015

The purpose of this study was 1) to investigate professional sports fans' perception of immigrants and changes of athletes' nationalities, and 2) to examine how the fans' perception affected the perception of changes of athletes' nationalities. Results indicated that first the fan showed a neutral attitude toward the immigrants. In the results of the regression analysis containing foreign athletes naturalized as Korean citizens as the dependent variable, independent variables (i.e., gender and acceptance) explained 39.1% and 38% of the dependent variable, respectively, within [naturalization positive]. Within [naturalization negative] female fan and exclusive perception of immigrants positively predicted the objection to changes of athletes' nationalities. Lastly, in the results of the regression analysis containing Korean athletes who naturalized as foreign citizens as the dependent variable, fans who were older and rated higher on exclusive perception of immigrants had more negative perception of the dependent variable. Female fans perceived changes of athletes nationalities as personal choice.

• The Science & Technology
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• v.21 no.6 s.229
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• pp.28-31
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• 1988

• Journal of the Korean Applied Science and Technology
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• v.37 no.6
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• pp.1575-1582
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• 2020

This study aimed to provide basic data for establishing advertising strategy based on the value and implications of the image of the player by examining the influence of the image of a soccer player on the advertising effect. Therefore, a domestic soccer player selected as a sample the production population who experienced the advertisement selected as a model, and conducted a face-to-face (face-to-face) and non-face-to-face (mobile) survey for about 5 months from May 1 to September 30, 2020. Data from a total of 402 people were used for the final analysis. For data processing, frequency analysis, internal consistency and exploratory factor analysis, correlation analysis, and multiple regression analysis were performed using the SPSS (ver. 21.0) program. The main results of this study are as follows. First, it was found that the soccer player image impact the brand attitude of the advertising effect in the order of body and appearance, performance, reliability, attitude and morality. Second, it was found that the soccer player image impact the advertising attitude of the advertising effect in the order of performance, attitude and morality, body and appearance, reliability.

• The Research Journal of the Costume Culture
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• v.14 no.5
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• pp.766-775
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• 2006

This study examined the correlation between the attitude toward the advertising($A_a$) and the attitude toward the VMD(Visual Merchandising)($A_{VMD}$), and the effect of $A_a$ and $A_{VMD}$ on the attitude toward the brand($A_b$) in sports wear market. 287 questionnaires were distributed to 20's male and female, and 284 respondents were used for the analysis. To analyze the data, we used the structural equation model, LISREL 8.0. The key points of the result were as follows: 1) $A_a\;and\;A_{VMD}$ influenced each other, and the effect of $A_{VMD}\;on\;A_a$ was bigger than the effect of $A_a\;on\;A_{VMD}$. 2) Both $A_a\;and\;A_{VMD}$ affected $A_b$ directly, and the effect of $A_{VMD}\;on\;A_b$ was bigger than the effect of $A_a\;on\;A_b$. 3) $A_b$ create by $A_a$ could be changed by the mediating effect of $A_{VMD}$, but $A_b$ created by $A_{VMD}$ could not be changed by the mediating effect of $A_a$. 4) The indirect effect of $A_a\;on\;A_b$ through $A_{VMD}$ was bigger than the direct effect of $A_a\;on\;A_b$. 5) $A_b$ affected the purchase intention directly in a positive way.

• Journal of Families and Better Life
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• v.12 no.1
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• pp.145-160
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• 1994

이 논문의 목적은 남편의 장시간노동이 사회적 문제로 부각되는 실정에서 남편이 직업노동과 관련해서 소비하는 시간이 어느정도나 되며 이것이 다른 생활시간배분에 어떤 영향을 주고 또 가정생활시간에 어떤 영향을 주는지를 분석해보는 것이다. 연구결과는 요약 하면 다음과 같다 1) 남편의 총직업노동시간의 실태를 보면 평일 11시간 43분 토요일이 8시 간 21분 일요일이 1시간 13분으로 나타났다 평일 직업노동시간을 5집단으로 나누어 다른 생 활시간에 미치는 영향을 살펴본 결과 전반적으로 직업노동시간이 긴 집단이 짧은 집단에 비 해서 다른 모든 생활시간- 생리적, 가사적, 사회문화적 시간-에 소비하는 시간이짧은 것으 로 나타났다 . 2) 남편의 장시간노동으로 인한 가정생활문제에 대한 지각에 있어서는 남편 은 주로 자신의 피로회복문제나 스포츠.여가시간 부족문제 생활의 여유가 없다는 문제 가 족단란시간 부족문제 자녀와의 접촉시간 부족문제 등을 심각하다고 지각하고 있었고 부인은 남편의 건강염려 남편의 자녀접촉시간 부족 가족단란시간 부족 남편과 취미 스포츠를 할 시 간 부족 부부간 대화시간 부족등이 문제가 된다고 지각하였다 3)남편의 장시간노동으로 인 한 가정생활문제에 대한 지각은 남편의 경우에는 연령 부인의 취업여부 막내자녀연령, 직업 노동시간, 직업노동시간에 대한 태도에 따라서 부인의 경우에는 연령, 부인의 취업여부, 막 내자녀연령, 남편의 직업노동시간에 대한 태도, 성역할태도 따라서 차이가 나타났다.

• Journal of Korean Orthopaedic Sports Medicine
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• v.6 no.1
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• pp.13-18
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• 2007

Lateral ankle instability is one of common injury in sports medicine. Already many studies were done with scientific data and clinical relationship. This review article wants to discuss about controversial subject of ankle instability. It will be conducted more precise diagnosis and treatment.

• 한국체육학회지인문사회과학편
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• v.55 no.5
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• pp.249-262
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• 2016

The policy regarding school sport club participation that was implemented in 2007 to mitigate reductions in fitness has been reported to be satisfactory at improving the physical, mental, and social health of elementary, middle, and high school students by the students as well as by their teachers and parents. The purpose of this systematic review is to investigate the association between participation in school sport club and character-building among adolescents in Korea, and to provide evidence to inform physical education policies in the future. Using "School Sport Club" as the key word, the Korean electronic databases were searched, and this systematic review included a total of 13 articles. School sport club participation among school students is closely correlated to character-building, prevention of school violence, attitude towards life and attitude toward education. The findings of this study support the Ministry of Education's new policy (2015) to extend and expand school sport club participation and highlights the importance of physical activity.

• Journal of Distribution Science
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• v.10 no.3
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• pp.43-50
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• 2012

This study sets out to examine how a brand image that matches the advertising model has a positive impact on brand attitude and price fairness perceptions. We reviewed the constructs on the basis of previous studies and each of the concepts has been redefined. One such concept, "image congruence," refers to the harmony, fitness, and matching quality of images. For example, how well celebrity advertising model is matches the brand image shows image congruence. Results are summarized as follows: First, the congruence of brand image and sports advertising model has no significant impact on brand attitude certainty and persistence. Second, the individual's brand attitude certainty and brand attitude persistence has a positive impact on the perceptions of price fairness. Third, the congruence of brand image and sports advertising model has a positive impact on the perceptions of price fairness. The first and the third results suggest that the positive impact on the price fairness perceptions is temporary but it has insignificant effects on the formation of brand attitude causing ongoing purchases. In other words, in order to influence consumers' long-term confidence on the brand, improving the quality of products or services has to precede promotional strategies such as advertising. When an advertising model is inappropriate for the brand image, consumers perceive product price changes as a negative issue in the short term. However, in the long term, attitude formation such as consumers' repurchase intentions and word of mouth will be not affected. The second result suggests that an already existing positive brand attitude can contribute more positively to change the perceptions of price fairness. In particular, attitude persistence has greater influence than attitude certainty on the price fairness. It suggests that persistence issues such as the trading period and the frequency of transactions must be managed and controlled because they are more important than the certainty issues such as strength of belief or trust. For example, when a commercial model for expensive sporting goods matches up with the brand image, consumer feels less pressure on the price changes. However, it does not determine the consumer's repeated purchases or sustainable transactions and it also has no absolute impact on the brand trust. In other words, consumer brand attitude should be recognized and approached as a routine strategy in view of the result that it is of great value as a causal variable in the process of consumer decision-making.