• International journal of advanced smart convergence
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• v.9 no.3
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• pp.153-160
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• 2020

This research aims to provide empirical basic data for the development of local communities through the establishment of efficient strategies for the formation of positive relations between the club and the region through the Creation of Shared Value (CSV) activities. We come up with the results of this study to show that CSV, social problem orientation, and core competency utilization affect the team trust of local community, and that CSV, long-term orientation, social problem orientation and core competency utilization affect community identification. The research should enhance the value of professional sports teams that promote their own path to self-sustaining as a single independent business area, and identify their trust through CSV activities for co-prosperity with their local communities, and thus their relationship with the community. Therefore, various strategies and efforts will ultimately increase the team trust and community identity of local residents in professional volleyball teams, while at the same time gaining positive effects on professional volleyball teams.

• The Research Journal of the Costume Culture
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• v.23 no.3
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• pp.425-438
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• 2015

This study aims to integrate sports uniform design into fashion as an effective communication means by analyzing the uniforms of women's pro basketball and volleyball teams in the country. As part of the research method, a literature review was conducted on the domestic pro sports background and women's basketball and volleyball uniforms. For empirical research, an analysis was performed of the uniforms of 12 teams in total: six women's pro basketball teams and six women's pro volleyball teams in the 2013~2014 league. The following results were obtained. First, in terms of formativeness, sleeveless shirts and shorts are basic in both basketball and volleyball. However, there are remarkable differences between the two. Shirts in volleyball are tighter, with the body figure visible, and shorts are shorter in length than those in basketball. Most basketball uniforms have a V-neckline and are collarless, while volleyball uniforms have a standup collar in all teams. Second, both basketball and volleyball apply the representative color of the sponsoring company and the team's typical color, but common colors, such as blue, navy, and white, are used in many teams, which fails to represent a uniquely differentiated image. Third, the logo or symbol of a sponsor is excessively applied to both basketball and volleyball uniforms. This downgrades the uniform's own esthetic features. Fourth, a fashionable uniform design, that reflects the bodily characteristics of women and the characteristics of the sports game would be a beneficial communication tool for all the tiers to become involved in participation and entertainment.

• Journal of Sport and Applied Science
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• v.4 no.2
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• pp.31-43
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• 2020

Purpose: The purpose of this study is to provide fundamental information for professional sports and economy activation of cities, to explore mutual cooperative constructive relationship, and to investigate the Impact of Korean professional volleyball teams brand personality on city brand equity. Research design, data, and methodology: The study collected 500 survey responses and analyzed 478 surveys except for 22 which did not complete all items. For analyzing data, frequency, reliability, exploratory factor analysis, t-test, One-Way ANOVA, correlation, Multiple Regression were computed. Results: First, in difference in brand personality and city brand equity, due to gender, age, region of fan, significant difference were shown statistically in team image by gender, in honesty, interest and obdurability of brand personality by age, and in local community contribution, development possibility and sports facility of team image. Also, all factors show significant difference in region of fan. Second, regarding the impact of brand personality on city brand equity, honesty and capacity were shown to affect every factor of city brand equity, interest affected city image, and obdurability affected city perception. Conclusion: Professional teams need to develop win-win relationship with local community and seek to build positve image towards community fans via distinctive strategies for positioning.

• 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 Fashion Business
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• v.17 no.2
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• pp.46-62
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• 2013

This thesis aims to provide basic resources for the development of various uniform designs of cheerleaders by investigating the currently favoured uniform designs. The 13 professional cheerleader teams were existed among the 25 professional sports teams-9 baseball, 10 basketball and 6 volleyball teams. In each sports teams, four cheerleader's uniform were chosen and evaluated in terms of the cheerleader uniform design by analyzing the forms, colors, decorations and accessories. The result shows that the common kinds of design representing the symbolic color and the emblem were generally prevalent, instead of particular types of uniform design and subject in accordance with different kinds of the professional baseball, basketball and volleyball respectively. Throughout all the kinds of the sports, the combination of the sleeveless top and hot-pants were most frequently observed. In case of the skirts, the mini flare, wrap, and pleats skirts were the most prevalent, because it gave free to motion for cheerleading. The one-piece style were rather infrequent, comparing with the two-pieces, with the hourglass and fitted silhouette the most frequent type, and all those were mini in length. The sleeve in top were generally absent or short, however the bare top style was never found that the top would have a risk of being taken off downwardly during cheerleading. The accessories and the cheering tools were not so much used. The cap and headdresses were not many in kinds. The pompom, megaphone, tube stick, towel, umbrella and musical instruments would not be sufficient to play a role of tools for cheering, which suggests that the rather advanced tools or instruments for cheering in the sports need to be developed, not alone the uniform design.

• Journal of Fashion Business
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• v.27 no.6
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• pp.18-36
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• 2023

Although an extensive body of research exists on sports uniform colors in the West,there is a dearth of research on South Korean sports uniforms, especially in the domain of professional teams ports. This study aims to identify and analyze the colors of sports uniforms of 56 professional teams listed on the Korea Professional Sports Association (KPSA) for a range of team sports (e.g. football, baseball, basketball, volleyball, and golf). The number of colors of each team's uniform and the ordinal ranking of these colors were recorded and analyzed. Furthermore,the number of colors and parent company colors were grouped by gender and league. Overall, 80.4% of the teams preferred three to four colors with white, black, blue, and red being the most popular colors. Every team's primary, secondary, or graphic logo colors on their uniforms included white. The gender variable was partially significant, emphasizing culturally significant colors such as pink. The parent company's color showed a significant connection with the team's uniform colors. This result was related to the historical origins of South Korean professional team sports and their unique relationship with chaebols. Based on the findings, this study concludes that visibility and contrast factors, as well as historical aspects relating to the concept of glocalization play an important role in the color choices of South Korean team uniforms.

• Journal of the Korean Data and Information Science Society
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• v.26 no.3
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• pp.619-630
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• 2015

The purpose of this study is to provide basic information to develop a game strategy plan of a team in a future by identifying the patterns of attack and pass of national men's professional volleyball teams and extracting core key words related with volleyball game performance to evaluate game performance using 'social network analysis' and 'text mining'. As for the analysis result of 'social network analysis' with the whole data, group '0' (6 players) and group '1' (11 players) were partitioned. A point of view the degree centrality and betweenness centrality in 'social network analysis' results, we can know that the group '1' more active game performance than the group '0'. The significant result for two group (win and loss) obtained by 'text mining' according to two groups ('0' and '1') obtained by 'social network analysis' showed significant difference (p-value: 0.001). As for clustering of each network, group '0' had the tendency to score points through set player D and E. In group '1', the player K had the tendency to fail if he attack through 'dig'; players C and D have a good performance through 'set' play.