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

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

• Journal of Fashion Business
• /
• v.17 no.2
• /
• pp.46-62
• /
• 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 the Korean Society of Clothing and Textiles
• /
• v.30 no.5 s.153
• /
• pp.807-817
• /
• 2006

The purpose of this study was to investigate the buying behavior of sports apparel brand in relation to the involvement of specific professional football teams. A total of 256 adults in their 20s and 30s who residing in Seoul, Suwon, Inchon, and Daejeon completed questionnaires. Data were analyzed by using SPSS 11.0. Major statistical methods were frequency analysis, t-test and Chi square analysis. The results of this study were as follows; 1. The high involvement group of the specific professional football team showed a higher degree in the recognition, the preference, and the buying intention on sports apparel brands than the low involvement group did. Results showed statistically significant differences in responses to preferred items and store types between the low- and high involvement group. 2. With regard to the preference of sponsored apparel brands and the number of own items according to the preference of specific professional football teams, the group who preferred FC Seoul and Suwon Samsung Bluewings had a higher preference and own more items than the less preferred group did. 3. Male respondents were found to have a higher degree in the recognition, the preference and the buying intention than female respondents were. Also, there were differences in responses to a preferred store type between males and females.

• Journal of the Korean Society for Computer Game
• /
• v.31 no.4
• /
• pp.9-15
• /
• 2018

The purpose of this study is to investigate the actual situation of the surrogate games and win trading gameplays in e-sports leagues, and to insist on the creation of new regulations to punish them. The surrogate game surveys was conducted for 40 amateur users and 17 professional users in e-sports leagues. The survey was conducted in-depth interviews with a professional user to learn more about the actual situation of the win trading gameplay. As a result of the study, professional users had a high rate of experience with Gahz'rilla, and they would be able to increase their game rankings through Gahz'rilla. But they did not think Gahz'rilla is a surrogate game. Amateur users had a low rate of experience with Gahz'rilla and did not think they would be able to increase their game rankings through Gahz'rilla relative to professional users. Amature users tend to think of Gahz'rilla as a surrogate game. Both the users agree on the necessity of regulation on Gahz'rilla and surrogate game. Therefore, it is necessary to narrow the gap between the professional users and the amateur users by establishing rules for Gahz'rilla and surrogate game.

• Journal of Korea Entertainment Industry Association
• /
• v.13 no.7
• /
• pp.273-283
• /
• 2019

To identify the relationship between leadership, organizational commitment, and job satisfaction of sports instructor for elderly, this study conducted a research on 199 exercise sports instructors for elderly working at 6 sports centers located in 6 regions of Seoul, Gyeonggi, and Incheon from April 1, 2019 to April 30, 2019. The research results were as follows. First, the leadership of sports instructor for elderly had a significant influence on the organizational commitment. Secondly, the leadership of sports instructor for elderly had a significant influence on the job satisfaction. Above results showed that leadership of sports instructor for elderly is an important factor that enhances organizational commitment and job satisfaction. Thus, it is necessary to provide leadership education on sports instructors to develop upright character and capability. This would result in promoting elderly's participation in sports for all, enhancing pleasure, and continuing healthy life in old age. Furthermore, the role of such sports instructors would enhance the quality of life for elderly.

• Journal of the Korean Applied Science and Technology
• /
• v.40 no.5
• /
• pp.1072-1080
• /
• 2023

The purpose of this study is to analyze major keywords and social phenomena related to 'plogging' in the sports field and to derive important information. In order to achieve this purpose, the news analysis system BIG Kinds provided by the Korea Press Promotion Foundation was used to analyze it. The analysis period is from 2018 to 2022, and 42 of the 5,148 news collected were finally used and analyzed. Frequency analysis, relationship map analysis, and related word analysis were performed as analysis methods, and the results are as follows. First, as a result of the frequency analysis related to 'Plogging' in the sports field, keywords such as 'Jeju', 'Players', 'World Marathon', 'SSG', and 'Lee Bong-ju' were identified. Second, as a result of the analysis of the relationship related to 'Plogging' in the sports field, keywords such as 'COVID-19', 'national representative', 'elite', 'masters', and 'COVID' were identified. Third, as a result of the analysis of words related to 'Plogging' in the sports field, keywords such as 'synthesized words', 'volunteer activities,' 'masters untact', 'Jeju', and 'athletes' were identified. In the domestic professional sports field, it has been shown that plogging is actively used for environmental activities and professional team promotion to practice carbon neutrality by international sports organizations.

• Journal of the Korean Society of Costume
• /
• v.66 no.4
• /
• pp.18-31
• /
• 2016

This study examined the consumption of licensed sports fashion products by sports fans in order to provide useful information to apparel companies that are interested in sports sponsorship marketing. Grounded theory approach was adopted to explore consumers' attitude toward the sponsoring companies, and motives of buying licensed fashion products. In-depth interviews were conducted with female fans of professional baseball clubs. The main phenomena of interest was consumer purchase of licensed fashion product, with the emphasis on cultural consumption as a causal condition. Providing support for victory, vicarious consumption, social identification, and needs to differentiate were identified as strategies related to licensed product purchase. Economic situations and limitations to purchase are identified as the mediating conditions. The study identified the effects of the consumption on the fan as well as the sponsoring companies as consequences of the phenomena. Sports marketing strategies were suggested for apparel companies based on the analysis of the consumption rituals for licensed fashion goods.

• Journal of Arbitration Studies
• /
• v.24 no.1
• /
• pp.159-179
• /
• 2014

Currently disputes related to sports arise in various ways. Moreover, as the awareness of the rights of the people in the field of sports grows the chances of disputes occurring increases. Therefore, the number of sports disputes which will be dealt with by courts will increase. On the other hand, there are demands for fast and efficient legal resolutions for diverse sports disputes. However, as a dispute resolution system, the current domestic arbitration for sports disputes exposed several problems: the lack of professional arbitrators for sports disputes, procedural elements of delay, and the lack of promotion of the arbitration system. This study will first analyze the system for the resolution of domestic sports disputes. Then this study will review of the system for the resolution of international sports disputes and propose the establishment of an arbitration system for the resolution of domestic sports disputes.

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