• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.10
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• pp.214-221
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• 2018

This study was conducted to identify the negative effects of sports sponsorships on consumer attitudes towards sports celebrities and the products advertised by them. The results of this study verified the main effects of sports celebrities' responsibility level on consumer attitudes toward the sports celebrity and his/her products in cases of negative incidents. Furthermore, the moderating roles of sports celebrities' response strategies were identified. Data were collected from 135 undergraduate students in the Republic of Korea using a questionnaire. The data from nine participants were discarded because of disingenuous answers to the questionnaire; thus, the final sample consisted of 126 participants. Multivariate analysis of variance (MANOVA) of the obtained data revealed that a sports celebrity's responsibility level has negative effects on consumer attitude toward the sports celebrity and the product. The moderating effects of the sports celebrity's response strategies were also significant.

• Proceedings of the Safety Management and Science Conference
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• 2010.11a
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• pp.399-416
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• 2010

Recently, As a marketing communications strategy, many companies are involved in sports sponsorship. Companies use sports sponsorship to increase the company's image. Or sponsorship gives the company an image change. Businesses have to complement and improve the advertising effects complementary. A new form of sports sponsorship as a marketing vehicle, Companies will bring a new marketing strategy. In addition, the importance of sponsorship is even more greater. In this study, as a way of Sports marketing, Corporate image using a sponsorship affect recognize any on consumer's purchasing behavior. Study results, It proved that Corporate image using a sponsorship affect recognize on consumer's purchasing behavior. It will continue to grow the sports field. Companies is important a variety of communication channels with customers. In this competitive marketplace, To become a competitive business effectively should be communicate with customers.

• 한국IT서비스학회:학술대회논문집
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• 2003.05a
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• pp.49-54
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• 2003

현재 우리나라는 2002년 한일월드컵을 통해 대한민국이 IT강국이라는 국가 브랜드 이미지 제고를 통한 글로벌 비즈니스 활성화 기반이 구축되었다. 이러한 2002 한일월드컵의 성공적인 개최는 대한민국의 국가 이미지를 한 단계 업그레이드시키는 큰 성과를 거두게 되었으며 KT 등을 포함한 월드컵 스폰서 업체들의 인지도 상승효과 또한 큰 성과일 것이다. 그러나 성공적인 월드컵 성과에 비해 현재 국내 IT산업은 침체 국면을 면하지 못하고 있는 상황이다. 이에 본고에서는 국내 IT산업의 침체를 극복하고 통신사업자들의 다양한 수익원 개발을 위한 돌파구로 주요 해외 전략거점 중 멕시코시장 진출 전략을 제시하고자 한다.

• The Magazine for Energy Service Companies
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• s.17
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• pp.56-67
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• 2002

이 보고서에 명시되어야 할 주요 문제점 및 이슈를 파악하기 위한 연구의 일환으로, NAESO는 1999년 8월에 2일간의 워크숍을 실시했다. 이 워크숍에서 NAESCO는 에너지절약 전문기업(ESCOs) 및 공공사업체(utilities)의 대표자들과 캘리포니아 에너지 효율 위원회(CBEE)의 회원들을 초대하여, 업체 참가자 및 주요정책입안자들의 SPC 프로그램과 관련된 시장 경험을 검토하면서 SPC 프로그램에 관한 이들의 특정 우려사항 및 관심사항을 주제로 하여 논의하도록 하였다. 워크숍의 목적은 ''시장 전환(marekt transformation)''과 ''자원 획득(resource acquisition)''이라는 조정 목표의 관점에서 SPC 프로그램 이행에 관련된 우려사항을 주요 쟁점으로 하여 이에 집중하는 것이었다. 이 워크숍은 비 거주시설의 SPC 프로그램에 관련된 특정 우려사항을 주제로 설정하였으며, 토론을 통하여, 프로젝트 스폰서의 임무, SPC 운영자의 임무, 가격 설정, 적격 프로젝트, 및 측정 및 검증에 걸친 5가지 부분의 주요 우려사항에 관하여 결론을 돌출하였다. 다음은 이 5가지 부분의 우려사항 각각에 관한 워크숍 참가자들의 결론을 기술한 내용이다.

• Asia Marketing Journal
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• v.1 no.3
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• pp.79-108
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• 1999

본 연구에서는 한국기업이 해외시장에서 브랜드를 구축할 때 당면하는 문제와 대응방안을 선진국 시장을 중심으로 다루고자 한다. 자체 브랜드 수출의 성공은, 지금까지 성공적이었던 OEM 방식의 수출과는 전혀 상이하기 때문이다. 게다가 많은 한국기업들의 경우 강력한 브랜드를 창출하기 위한 경영자원이 제한되어 있다. 또한, 한국의 기업들은 해외에서의 좋지 않은 한국 제품 이미지로 인하여 부정적인 제조국 이미지를 없애는 방안까지 강구해야만 한다. 이런 이유로 브랜드에 관한 일반적 이론을 넘어서 한국기업의 당면과제를 다루고자 하였다. 이를 위해 주요 한국기업들의 해외시장 마케팅 전략을 살펴보고 이를 평가한 후 향후 브랜드 구축을 위한 방안들을 제시하고자 하였다. 본 연구의 결과 국제적 파워 브랜드로 도약할 수 있는 한국 기업들의 잠재력을 실현하기 위해서는 광고 주제, 스폰서십의 내용, 제품과 가격 정책의 변화를 통해 고품질 이미지 구축에 힘써야 하는 것으로 나타났다.

• Journal of Digital Convergence
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• v.16 no.6
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• pp.449-462
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• 2018

The purpose of this study is to develop a competency-based convergence curriculum for the development of sports marketers, sports talent in the sports industry. For this purpose, we conducted literature analysis, in-depth interviews and job analysis to derive necessary capabilities to become sports marketers, draw up a capability profile, and then developed a capability model through expert verification. Sports marketers ' capacity models were divided into sport marketing / PR and sports events by type of experience, with six common basic competencies including sports mind and 12 professional competencies including sponsorships. Sports marketers education courses developed based on capacity models are composed of understanding of sports industry, sports marketing communication, sports law, understanding of sports facility, sports facilities management, sports sponsorship, sports media, sports licensing, sports agent, sports event planning, sports event management, make a proposal, sports event field practice. The developed training courses for sports marketers will be used in colleges and private education institutions related to the sports industry, contributing to fostering and expanding sports industry talent.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.19 no.12
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• pp.186-196
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• 2018

Sports has become one way to improve our own health and to enjoy life by changing the lifestyle of modern-day people. Sports athletes not only give pleasure to the public, but also play a role in elevating a nation's reputation through sports. Tennis is popular with the public, and women players receive tennis wear from various sports companies to promote the designs to the public. This study considers the design-related characteristics of women's tennis wear through content analysis of design elements from the tennis wear in four major tournaments over the most recent five years. This is important in order to provide basic data on design directions for tennis wear in the future. The results of this study are as follows. First, the silhouette plays a role in enhancing activity by considering the physical movement of tennis players who are very active. Second, color emphasizes the rules and clarity of traditional tennis tournaments, and reflects a diversified trend in tennis wear by considering smooth game play by players and combining popular colors in the year. Third, patterns and decorations on material are used as a means to emphasize the esthetics of tennis wear, and tape plays an auxiliary role in emphasizing the physical beauty of women or preventing physical movement causing injury. In addition, sponsor logos are generally located at the center of the chest of tennis wear tops by mixing letters and images. This can be interpreted as a part of the marketing strategy to enhance clarity of the sponsor's brand.

• Journal of Korean Society for Quality Management
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• v.42 no.3
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• pp.373-386
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• 2014

Purpose: This paper seeks to analyze the relationship between project sponsor roles and project manager competencies which may account for project performance quality. Methods: After an extensive literature review, the structural equation modeling was conducted test the research model. The data was collected from project manager training course attendees by the questionnaire. Results: The results of structural equation modeling show that project sponsor roles effect on project manager competencies. Project manager competencies have a positive effect on project performance quality. Conclusion: The authors demonstrate that project sponsor external roles are related positively to project performance quality. And project manager professionalism has a positive effect on project manager communication. A number of significant findings are reported including the empirical verification that project sponsor roles, and project manager competencies may all be directly related to project performance quality.

• Asia pacific journal of information systems
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• v.16 no.2
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• pp.183-203
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• 2006

Firms are increasingly adopting online communities-of-practice (CoPs) with strong managerial support in hopes of promoting knowledge sharing and creation within the organization. Excessive managerial concern and sponsoring, however, could harm the spontaneity of CoP participants, which is one of the pivotal characteristics of virtual communities, and in the end, have negative impact on their smooth operation. In this regard, this study examines the factors which affect the stimulation of CoPs and explores the difference in their operating mechanisms under two differing organizational structural settings by the existence of a sponsor. By analyzing 133 samples of CoPs in a globally leading company, this study found that the existence of a sponsor designated by the organization, has serious influence on the working of CoPs, That is, leaders' enthusiasm and the level of off-line activities are critical factors for the stimulation of CoPs which have no sponsor, while in case of CoPs that have their sponsors, neither leaders' enthusiasm nor the level of off-line activities are significantly related to the stimulation of CoPs. At the same time, the performance of CoPs which have their sponsors was found significantly higher than that of CoPs which have no sponsor. These results indicate that firms need to pay special attention to organizational sponsorship when introducing CoPs within their organizations.

• Journal of Digital Convergence
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• v.12 no.1
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• pp.61-70
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• 2014

It has been raised a number of administrative ethic questions nevertheless of institutional strategy. It's even worse rather than solved. Especially, because of a distinctive family calture tradition that forming intimate bond, we're carrying lots of possibility of public corruption. As in the case of Busan Saving Bank recently, many of high-ranking officials are scouted to lawferm or business interest company After that this ex-officials exert their influence over government office. terminating public corruption. Lenient law enforcements as in the case of sponser prosecutor, social welfare budget embezzlement result in public distrust about anticorruption policy of government In conclutsion, for a best function of public service ethic system it's important to improve institutional problem constantly.