• Journal of Korean society of Dental Hygiene
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• v.19 no.6
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• pp.993-1001
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• 2019

Objectives: The purpose of this study was to investigate the effects of dental hygienists' recognition of sponsorship on their organizational attachment and turnover and to improve their attachment affinity according to the working environment. Methods: Dental hygienists working at dental clinics distributed 220 questionnaires from the date of approval to October 31, 2019, at the dental hygienist maintenance training site and online. Data were analyzed using the IBM SPSS Statistics 20.0 program with a significance level of 0.05. Results: Dental hygienists' perception of sponsorship, organizational attachment, and turnover intention were 2.97, 2.86, and 3.43, respectively. The turnover intention was higher when participants were unmarried, had high work intensity, a clinical career of 4-6 years, low organizational attachment, and a 53.7% explanation. Conclusions: To reduce the turnover intention, it is necessary to make appropriate compensations according to the long-term root of the experienced person, to adjust the work intensity, and to make efforts to increase the workers' attachment so that workers and organizations have the same values.

• Journal of the Korean Institute of Landscape Architecture
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• v.28 no.5
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• pp.58-67
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• 2000

This study is mainly focus on the satisfaction degree of programs which were been held in city park. The case study of this study is Tokyo metropolitan city park which planed programs and have managed them for approximately 20 years. For the purpose, this study used the questionnaire about the satisfaction degree of programs in 2 Tokyo metropolitan city parks which are held nature observation programs, after analysis of programs of city parks. This study used analysis method of cross-tab, factor analysis and multi-regression. The result are as follows: 1. As the result of factor analysis, 6 factors which are determined the satisfaction degree of programs are found. Also as the regression result between satisfaction degree and 6 factor, the satisfaction degree is positively affected by first factor which is identified program contents and forth factor which is identified marketing part of program. 2. On the organization of managing program, the sponsorship privately-managed citizen group is more favorable than the sponsorship by volunteer. 3. In the participant attribute, participants who are older than 50 showed high distribution, and there is no difference between sex.

• Korean Journal of Health Education and Promotion
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• v.33 no.3
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• pp.71-82
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• 2016

Objectives: In this study, it was analyzed which marketing activity strategy multinational tobacco companies established against Republic of Korea through their internal documents and it was checked out how the marketing activities mentioned in the documents turned out to be actually. Methods: For that, analyzed the internal documents of tobacco companies after connecting Legacy Tobacco Documents Library(LTDL). Three documents were selected finally out of total searched 1,752 documents except the ones that did not include the theme or not appropriate. Results: Internal documents analysis showed that people smoke because the filter of cigarette shown in the movies looks nice. Tobacco companies carried out the marketing through sponsorship of soccer games, F1 Grand Prix was found in the internal documents. Conclusions: The legal restriction on marketing activities of tobacco companies should be enhanced by removing the articles of allowing advertisement and promotion for tobacco companies in Korean domestic law.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.164-170
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• 2023

The purpose of this study is to analyze the big data of Adidas brand participating in the Qatar World Cup in 2022 as a FIFA partner to understand useful information, semantic connection and context from unstructured data. Therefore, this study collected big data generated during the World Cup from Adidas participating in sponsorship as a FIFA partner for the 2022 Qatar World Cup and collected data from major portal sites to understand its meaning. According to text mining analysis, 'Adidas' was used the most 3,340 times based on the frequency of keyword appearance, followed by 'World Cup', 'Qatar World Cup', 'Soccer', 'Lionel Messi', 'Qatar', 'FIFA', 'Korea', and 'Uniform'. In addition, the TF-IDF rankings were 'Qatar World Cup', 'Soccer', 'Lionel Messi', 'World Cup', 'Uniform', 'Qatar', 'FIFA', 'Ronaldo', 'Korea', and 'Nike'. As a result of semantic network analysis and CONCOR analysis, four groups were formed. First, Cluster A named it 'Qatar World Cup Sponsor' as words such as 'Adidas', 'Nike', 'Qatar World Cup', 'Sponsor', 'Sponsor Company', 'Marketing', 'Nation', 'Launch', 'Official', 'Commemoration' and 'National Team' were formed into groups. Second, B Cluster named it 'Group stage' as words such as 'Qatar', 'Uruguay', 'FIFA' and 'group stage' were formed into groups. Third, C Cluster named it 'Winning' as words such as 'World Cup Winning', 'Champion', 'France', 'Argentina', 'Lionel Messi', 'Advertising' and 'Photograph' formed a group. Fourth, D Cluster named it 'Official Ball' as words such as 'Official Ball', 'World Cup Official Ball', 'Soccer Ball', 'All Times', 'Al Rihla', 'Public', 'Technology' was formed into groups.

• Journal of Global Scholars of Marketing Science
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• v.18 no.1
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• pp.59-80
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• 2008

Recently, e-sports are growing with potentiality as a new industry with conspicuous profit model. But studies that dealing with e-sports are not enough. Hence, proposes of this paper are both to establish basic model that is for the design of e-sport marketing strategy and to contribute toward future studies which are related to e-sports. Recently, the researches to explain sports-sponsorship through the identification theory have been discovered. Many researches say that somewhat proper identification is a requirement for most sponsors to improve the their images which is essential to sponsorship activity. Consequently, the research for sponsorship associated with identification in the e-sports, not in the physical sports is the core sector of this study. We extracted the variables from online's major characteristics and existing sport sponsorship researches. First, because e-sports mean the tournaments or leagues in the use of online game, the main event of the game is likely to call it online game. Online media's attributes are distinguished from those of offline. Especially, interactivity, anonymity, and expandibility as a e-sport game attributes are able to be mentioned. So, these inherent online attributes are examined on the relationship with flow. Second, in physical sports games, Fisher(1998) revealed that team similarity and team attractivity were positively related to team identification. Wann(1996) said that the result of former game influenced the evaluation of the next game, then in turn has an effect on the identification of team supporters. Considering these results in the e-sports side, e-sports gamer' attractivity, similarity, and match result seem to be important precedent variables of the identification with a gamer. So, these e-sport gamer attributes are examined on the relationship with both flow and identification with a gamer. Csikszentmihalyi(1988) defined the term flow as feeling status for him to be making current positive experience optimally. Hoffman and Novak(1996) also said that if a user experienced the flow he would visit a website without any reward. Therefore flow might be positively associated with user's identification with a gamer. And, Swanson(2003) disclosed that team identification influenced the positive results of sponsorship, which included attitude toward sponsors, sponsor patronage, and satisfaction with sponsors. That is, identification with a gamer expect to be connected with corporation identification significantly. According to the above, we can design the following research model. All variables used in this study(interactivity, anonymity, expandibility, attractivity, similarity, match result, flow, identification with a gamer, and identification with a sponsor) definitely were defined operationally underlying precedent researches. Sample collection was carried out to the person who has an experience to have enjoyed e-sports during June 2006. Much portion of samples is men because much more men than women enjoy e-sports in general. Two-step approach was used to test the hypotheses. First, confirmatory factor analysis was committed to guarantee the validity and reliability of variables. The results showed that all variables had not only intensive and discriminant validity, but also reliability. Then, research model was examined with fully structural equation using LISREL 8.3 version. The fitness of the suggested model mostly was at the acceptable level. Shortly speaking about the results, first of all, in e-sports game attributes, only interactivity which is called a basic feature in online situation affected flow positively. Secondly, in e-sports gamer's attributes, similarity with a gamer and match result influenced flow positively, but there was no significant effect in the relationship between the attractivity of a gamer and flow. And as expected, similarity had an effect on identification with a gamer significantly. But unexpectedly attractivity and match result did not influence identification with a gamer significantly. Just the same as the fact verified in the many precedent researches, flow greatly influenced identification with a gamer, and identification with a gamer continually had an influence on the identification with a sponsor significantly. There are some implications in these results. If the sponsor of e-sports supports the pro-game player who absolutely should have the superior ability to others and is similar to the user enjoying e-sports, many amateur gamers will feel much of the flow and identification with a pro-gamer, and then after all, feel the identification with a sponsor. Such identification with a sponsor leads people enjoying e-sports to have purchasing intention for products produced by the sponsor and to make a positive word-of-mouth for those products or the sponsor. For the future studies, we recommend a few ideas. Based on the results of this study, it is necessary to find new variables relating to the e-sports, which is not mentioned in this study. For this work to be possible, qualitative research seems to be needed to consider the inherent e-sport attributes. Finally, to generalize the results related to e-sports, a wide range of generations not a specific generation should be researched.

• Journal of Korea Society of Industrial Information Systems
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• v.22 no.5
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• pp.101-111
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• 2017

This Research is to Find how the CSR Activities for the Growth of Stable and Sustainable Family Business do Influence the Improvement of Company's Brand Image and Service Purchase Intention. It is Aimed for Finding how the Image of Company Pursuing the Diverse CSR Activities is Recognized by General Consumers and the Correlation between the Improvement of Company's Image and the Product & Service Purchase Intention. 323 Exemplars were Distributed to the University Students in Seoul Metropolitan and Chungcheong Area, and 314 Finally were Used for the Analysis. It was Investigated the Demographical Factors, the Important Fields among Company's CSR Activities, the Reason for Company's CSR Activities, the Preferred Companies among Sponsoring Companies. It was Analyzed Three Items of Company Image such as Product/Service, Potential Competence, Relation to Public Benefit and the Regression Model was Investigated how these Three Items do Influence the Purchase Intention. The Research Results Show 'the Improvement of Social Awareness for Company' and 'Negative Awareness Change for Company' as the Reason for CSR. Consumers have the Preference to the Companies Actively Sponsoring Culture & Arts, and this Generally Affects the Business Results, and thus, it is Considered that the Companies have to Contribute the Local Society with the Sprit of Corporate Citizenship in Accordance with the Consumers needs, and Actively to Extend the Culture & Arts Sponsorship.

• Journal of the Korea Convergence Society
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• v.9 no.6
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• pp.163-173
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• 2018

This study aims to diagnose and analyze the business model of domestic e-sports industry and draw its implications. In-depth interviews with business executives of the e-sports teams, the e-sports media, the e-sports stadium and the game companies was had to identify the cost and revenue of each e-sports industry. The results was that the revenue of the e-sports team, stadium and game company mainly consisted of the sponsorship of the parent company. And main revenue of e-sports media was advertising, subscription fees and copyright income, whereas their expenses was the production costs. Especially the purpose of sponsorship of the game companies was not the profit of e-sports, but the promotion of the parent company game. Result implies the necessity of the development of revenue sources, executing the admission ticket charge in stadium and the development of new sponsorship. This study is expected to contribute to opening the new area of the business model of the e-sports industry that was not nearly so far treated, and consequently the development of the e-sports industry in Korea.

• Korean Journal of Legislative Studies
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• v.27 no.2
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• pp.71-109
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• 2021

The purpose of this study is to find out what factors influence lawmakers' voting decisions in the plenary session. In particular, the study examines causes and characteristics of waffling and strategic waffling, which express opposition or abstention in a discharge petition or a vote at the plenary session despite participating in a bill sponsorship. The study on waffling is meaningful because it has not been covered in previous literatures. To this end, the Gadeokdo New Airport Special Act, which the National Assembly passed in February 2021, was set as an analysis target. The study examined the factors that affected legislators' voting decisions and participation in bill sponsorship and who were related with waffling. Statistical results showed that the age variable influenced the motion of the bill while seniority and party affiliation had an effect on the participation of the bill. Likewise, the study found that party affiliation and district had an influence on the approval of the bill. In addition, the analysis of waffling showed that lawmakers with higher seniority tended not to participate in the vote. It could be interpreted that lawmakers with more legislative experience judged that they would benefit from strategic waffling. There is a limit to understanding lawmakers' decision-making and waffling through a limited analysis of the Gadeokdo New Airport bill. However, given that lawmakers tend to choose avoidance strategies in ambiguous situations, and given the high intelligence of lawmakers who know better than anyone about the future impact of a new bill, the decision-making shown by lawmakers in each stage of the situation is a prudent judgment gained from their experience. It indicates that it is necessary to research the legislative activities of lawmakers in various ways.

• Proceedings of the KIEE Conference
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• 1989.07a
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• pp.9-11
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• 1989

A phosphoric acid fuel cell ( PAFC ) power plant with a capacity of SKW a.c has been constructed for R & D purposes at KIER under a sponsorship of KEPCO. The PAFC power plant has successfully generated an electricity for the first time in Korea. In the paper, the plant configuration and the experimental results ace reported.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.1
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• pp.70-77
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• 2015

With the purpose of studying the effects of K-wave event sponsorship on corporate image, surveys were conducted against visitors at K-wave marketing events in Tokyo and Nagoya which yielded 199 viable samples. These samples were subjected to descriptive and multivariate statistics analysis. Average and standard deviation were calculated and measured for total correlation coefficient to find out characterize of study variables. A Cronbach's alpha coefficient exceeding 0.7 indicated a good to excellent credibility of the measuring instrument. In addition, exploratory factor analysis was employed to establish validity of the measuring instrument. In order to determine the characteristics of K-wave events and the cause and relation of the subsequent effects on corporate image that stems from the aforementioned characteristics, 4 sub hypotheses were derived from 1 major hypothesis, of which 3 were determined to have a substantial and meaningful influence on the final outcome while 1 was rejected. However, due to lack of advance research, additional and continuous studies are warranted to establish a systemized theory in this field and further on, to observe such theories bear fruit in real world applications in the industry.