• Journal of Venture Innovation
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• v.7 no.1
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• pp.1-15
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• 2024

This study aims to elucidate the characteristics of big tech platform companies' sports content business in an environment of rapid digital transformation. Specifically, this study examines the market structure of big tech platform companies with a focus on Amazon, revealing the role of sports content within this structure through an analysis of Amazon's sports marketing business and provides an outlook on the sports content business of big tech platform companies. Based on two-sided market platform business models, big tech platform companies incorporate sports content as a strategy to enhance the value of their platforms. Therefore, sports content is used as a tool to enhance the value of their platforms and to consolidate their monopoly position by maximizing profits by increasing the synergy of platform ecosystems such as infrastructure. Amazon acquires popular live sports broadcasting rights on a continental or national basis and supplies them to its platforms, which not only increases the number of new customers and purchasing effects, but also provides IT solution services to sports organizations and teams while planning and supplying various promotional contents, thus creates synergy across Amazon's platforms including its advertising business. Amazon also expands its business opportunities and increases its overall value by supplying live sports contents to Amazon Prime Video and Amazon Prime, providing technical services to various stakeholders through Amazon Web Services, and offering Amazon Marketing Cloud services for analyzing and predicting advertisers' advertising and marketing performance. This gives rise to a new paradigm in the sports marketing business in the digital era, stemming from the difference in market structure between big tech companies based on two-sided market platforms and legacy global companies based on one-sided markets. The core of this new model is a business through the development of various contents based on live sports streaming rights, and sports content marketing will become a major field of sports marketing along with traditional broadcasting rights and sponsorship. Big tech platform global companies such as Amazon, Apple, and Google have the potential to become new global sports marketing companies, and the current sports marketing and advertising companies, as well as teams and leagues, are facing both crises and opportunities.

• Journal of Sport and Applied Science
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• v.4 no.4
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• pp.7-17
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• 2020

Purpose: This study started with interest in sport culture and is meaningful as an exploratory study to help with the basic understanding of sport culture research. Research design, data, and methodology: The approach of this study is the exploratory approach by literature reviews. This study carried out exploratory research on thinking about diversity of sports culture and the development process of sports culture by human history periods. Results: First, in thinking about cultural diversity, cultural absolutism and cultural relativism were identified. The characteristics of sports culture can identify universality, individuality and diffusion, and the attributes of sports culture included sharing, learning, accumulation, whole systematic relationship and change. Second, the characteristics of sports culture were identified by the approach of each historical era. The historical stages were divided into ancient civilizations, ancient Greece and Rome, middle ages and early modern period, and late modern period. Sports have historically been found to have a British-centered European origin or popularized in the United States. Conclusions: with the characteristics of modern sports culture, the globalization of sports culture, the prominence of sports industry and sports space marketing, and the symbiotic influence relationship of sports and mass media were examined and future directions were discussed.

• Journal of Digital Convergence
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• v.15 no.8
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• pp.435-444
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• 2017

This study was to research effect of relationship marketing factors of the sports centers, customer trust and intention to repurchase. Objects of study were customers of three sports centers in Gyeonggi province and research tool was questionnaire. Among 350 copies of data, 344 copies had been used for actual data processing and collected data had been analyzed with frequency analysis, correlation analysis, reliability test, exploratory analysis multiple regression analysis by using SPSS 21.0. The results from these processes are as follows. First, relationship marketing factors positively effect on customer trust. Second, relationship marketing factors positively effect on intention to repurchase except communication. Finally, customer trust positively effect on intention to repurchase.

• Journal of the Korean Society of Costume
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• v.66 no.4
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• pp.18-31
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• 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 Fashion Business
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• v.17 no.2
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• pp.117-135
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• 2013

With the growth of mass media, professional baseball teams have strived to keep up team's tradition and individuality and build a distinctive image through sports marketing using visual identity. Among others, a baseball uniform is used as a sports marketing tool more than an uniform. Uniform color acts as a distinctive element in team's uniform design and is effective to raise attention, manifest a positive image to spectators, and increase trust and affinity. This study aims to compare and analyze color characteristics and images of professional baseball uniforms in America, Japan, and Korea as visual identity. For this, literature review was made on the history of baseball, uniforms, sports marketing, and visual identity, and then color characteristics and images were analyzed on professional baseball away uniforms in Korea, America, and Japan collected in Internet and official web sites. The results are as follows. First, for color characteristics of professional baseball uniforms, the most frequently used color was R(V) color in Korea, ltGy color in America, and Bk color in Japan. Second, for color images of professional baseball uniforms, the most frequently used image was a casual image in Korea, a dandy image in America, and a modern image in Japan.

• Korean Institute of Interior Design Journal
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• v.25 no.4
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• pp.23-34
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• 2016

The purpose of this study was to investigate the influential factors of space marketing, and then to empirically analyze how they were reflected on the facade elements of sports stores. In order to achieve such a purpose, the research was firstly based on the perspective of space marketing to extract various features into 4 types of factors, namely sensuous factors, differentiated external appearance factors, image-associating factors and story-creating factors. Secondly, this study extracted the elements of facade design for sports stores including architectural elements, visual elements and display elements. Thirdly, it clarified the correlation of the influential factors of space marketing with the external space elements of sports stores. Fourthly, the qualitative analysis method was applied to analyze eight selected cases in Busan and eight selected cases in Fukuoka, Japan in order to explore the various different methods of expression of facade design. Lastly, the study found that the stores in Busan mostly take advantage of contrasting effects to deliver a strong visual impression to customers in the sensuous factors. Besides, the facade shapes in Busan were designed to be straight in order to enhance the main doors with its distinguished formative features to maximize the effective expression of the differentiated external factors, along with other expression methods of the image associating and story creating factors. This was done to associate with the brand identity in comparison with the stores in Fukuoka.

• Journal of Sport and Applied Science
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• v.4 no.2
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• pp.1-9
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• 2020

Purpose: This study sought to investigate the critical features of Word of mouth (WOM) advertising and their impact on sport consumer behavior. Research design, data, and methodology: Target population of the study consisted of all sports consumer of the Federation of Special Patients and Organ Transplantation, Tehran (Iran), who had indirectly watched the World Organ Transplant Competition documentary at least once on others' advice. For this purpose, 360 sports consumers of the federation were purposefully selected and they were asked to complete the standard WOM advertising questionnaire of Asda and Ko. Pearson correlation coefficient test and modeling of structural equations were performed using Spss24 and Smart PLS software at an error level of 0.05 used to analyze the data. Results: The findings show that there is a significant relationship between experience and expertise, trust and validity, content richness, and the power of message transmission through WOM advertising and its predictability. Finally, interpersonal relationships and work involvement also had a moderating role in this regard. Conclusions: The general conclusion is that the components of WOM advertising as well as involvement and homophily with the mediating role directly as one of the presuppositions for persuasion. The sports consumer was promoting WOM.

• Knowledge Management Research
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• v.24 no.4
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• pp.195-218
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• 2023

This study empirically analyzes the effect of a sports club's performance and social media operations on online information search volume, reflecting fan engagement. Additionally, it confirms that such effect can vary depending on the issuance of sports fan tokens. The analysis of the data resulted in the support of all four hypotheses presented in this study. The team's goal differentials during the games exhibited a significant and positive effect on the online information search volume by fans. Furthermore, the quantity of a team's social media posts also showed a significant and positive effect on the online information search volume. The aforementioned effects of the team's game-related performance and social media activity on the online information search volume appeared to be strengthened when the sports fan tokens of the team were issued. This study conducts an empirical analysis of fan engagement in sports clubs and delves into the marketing dimensions of sports fan tokens. By doing so, it broadens the research scope within sports marketing and offers practical insights for the development of marketing strategies by sports clubs.

• 한국체육학회지인문사회과학편
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• v.54 no.4
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• pp.347-361
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• 2015

The purpose of this study was to examine whether corporate sports marketing strategy using professional teams changes corporate image. In particular, this study was intended to analyze the effects of origin and corporate reputation on the change of corporate image in the process of persuading corporate image. Finally 211 effect data were secured by pre-test and post-test. The change of corporate image and the moderating effect of origin perception and corporate reputation were analyzed. The results were as follows. First, corporate trust image and social contribution image showed statistically significant increase. Second, corporate image had a difference before and after the test according to origin perception and after the test, corporate trust image and social contribution image were increased. Third, corporate image had a difference before and after the test according to corporate reputation. After the test, corporate trust image and social contribution image were increased and trust image confirmed the mediating effect according to corporate reputation. Based on the findings, this study suggests that corporate sports marketing strategy using professional teams has an effect on the persuasion of corporate image. Moreover, it demonstrates that the strategy is an important marketing tool to change consumers' corporate image.

• Journal of Global Scholars of Marketing Science
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• v.18 no.1
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• pp.157-177
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• 2008

Sportswear, including sports shoes, becomes a common and popular category because it gives young people a more relax lifestyle and greater versatility and comfort. It is believed that consumers prefer products of developed countries to products of developing or underdeveloped countries. This study tries to compare consumer behaviors for sports shoes in China and Korea. Our research model analyzed relationships among country-of-origin, perceived quality, perceived price, brand image and purchase intention for sports shoes in Korea and China. The country-of-origin was not found to play a significant role in Korea. But it was found to positively influence perceived quality in China. Brand image was found to play an important role in influencing perceived quality and perceived price in Korea and China. Perceived quality was found to influence positively purchase intention in both countries. Perceived price was found to negatively influence purchase intention in China. Implications drawn from this study were discussed.