• Journal of Global Scholars of Marketing Science
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• v.19 no.1
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• pp.47-58
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• 2009

The marketing environment has become competitive to an extent that requires firms to target their products at markets that span national boundaries. However, competitive clout cannot be achieved in global consumer markets unless firms thoroughly understand and adequately respond to the core values and needs of those consumers. Brand equity is one of the most important assets to a company. Especially in sportswear markets, brand equity is the crucial value added to a product by its brand name. Factors such as country of origin also influence customer's attitude towards brand equity. Therefore, this paper discusses the relationship between country of origin effect and brand equity, and how they influence consumers' loyalty for respective brands. This paper focused on the sports shoes market, because it is an increasing area of opportunity for world manufacturers. The objectives of this study were the following. (1) Test the effect of country of origin on brand equity. (2) Test how brand equity influences consumers' brand loyalty. (3) Find whether there are differences in the effects of country of origin and brand equity among the three countries. (4) Find whether there are differences in the effects of country of origin and brand equity among the different lifestyles. Based on the review of literature results, the hypotheses are concluded as the following: H1-a: Country image has positive influence on country of origin. H1-b: Product perception has positive influence on country of origin. H2-a: Perceived quality has positive effect on brand equity. H2-b: Perceived price has positive effect on brand equity. H3: Country of origin has positive effect on brand equity. H4: Brand equity has a positive impact on brand loyalty. Research model was constructed (see Fig. 1). After data analysis, the following results were concluded: sports shoes purchase behavior showed significant differences among Korean, Chinese, and American consumers for favorite brand, purchased brand, purchased place, information usage, and favorite sports games. The results of this study also extend the research of the relationship among country of origin, brand equity and brand loyalty to the sports shoes market. Brand equity was proven to have a significant relationship with brand loyalty for all countries. The factors which can influence brand equity are different for different countries. The third finding of this paper is that we identified different three lifestyles, adventurer, follower, and laggard, for Korean, Chinese and American consumers. Without the nationality boundary, seeing the emergence of a new group of consumers who have similar preferences and buy similar brands is more important. All of the consumers consider brand equity to keep their brand loyalty. Perceived price is the only factor which can influence brand equity for adventurers; brand is more important for them. The laggards were not influenced by any factor. All of the factors expect perceived price are important for the followers. Marketing managers should consider brand equity when introducing their brand into a new market. Also localization is the basic strategy that all the sports shoes companies should understand. But as a global brand, understanding the same characteristics for each country is more important to build global strategy.

• Fashion & Textile Research Journal
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• v.11 no.6
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• pp.925-933
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• 2009

This research was carried out by analyzing a form and composition in baseball cap targeting 97 marketing products, and we have typified it by frequency analysis. We have carried out comparing and wearing test between comparative pattern and the most preferred three products of sports brand, fashion brand A, and fashion brand B (flex fit). And also, in order to provide basic indices for developing new pattern, we have carried out analysis of variance. 1. As a result of analyzing a form in baseball cap, the most general pattern type for crown is central cutting with six pieces. In a cap, a basic type with no decoration was the most general. In the size adjustment and decoration, belt type and embroidery type (front or side embroidery of the crown) was the most common, respectively. 2. As a result of comparing and analyzing six-piece typed crown pattern, the comparative pattern was the same and symmetric in size and form of three patterns in front, side, and back. However, the patterns of marketing products of three brands were different in size and form of three patterns in front, side, and back. The patterns of sports brand were the largest in crown height and width, thus it was good at providing activity and motion. The patterns of fashion brand A were the shortest in the crown length and well-curved in front pattern, so it was well-matched with head shape. The patterns of fashion brand B were well-described back side of head since its convex and long patterns in the back head. 3. As a result of wearing test by five-point Likert scale among brand, pattern of fashion brand B outperformed the others since it was well-matched with head shape. In the cap, pattern of fashion brand A is the most preferred which was 7.5 cm of length and 18cm of width.

• Journal of Sport and Applied Science
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• v.6 no.2
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• pp.9-18
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• 2022

Purpose: This research aims to analyze the relationship marketing between football club organizations, players, and the fans club community. Research design, data, and methodology: An ethnographic approach was used to observe for eight months in the community, interviews, and documents analysis in Bonek Mania community fans club and Persebaya, a football club management in Surabaya, Indonesia. Results: The results show that the management of the football club has maintained the football high-end brand image in the national league. Stakeholders have endeavored to build the values and shared meaning with the public and cohesively with Bonek Mania. The struggles and achievements are intended to maintain the local collective memory of Surabaya's patriotism as the "city of heroes." Sustainable relationships were built by professional football club managers, players, and the fans club to foster the spirit, economic resources, and sustainable development. Conclusions: This research implies that it can provide direction for the management of football clubs by paying attention to relationship marketing, developing unique local values to build the customers' loyalty. Further implications were discussed.

• Journal of Industrial Convergence
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• v.22 no.4
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• pp.31-38
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• 2024

The purpose of this study was to examine the current status of elderly sports both domestically and internationally, and to explore strategies for the activation of Silver Taekwondo as one of the sports disciplines for the elderly. To investigate the status of elderly sports globally, press releases and statistical data from various national public institutions and sports facilities (including the Ministry of Culture, Sports and Tourism, the Ministry of Health and Welfare, the Korean Statistical Information Service, e-National Indicators, and the Korea Sports Promotion Foundation) were collected. Comparative analysis with related papers, journals, and books led to the following findings for activating Silver Taekwondo. Firstly, elderly sports in South Korea are primarily conducted through welfare centers, with a preference for dance, yoga, and music, while martial arts, including Taekwondo, had a lower preference rate. To increase participation in Silver Taekwondo, a variety of marketing approaches, similar to those used internationally, such as experiential case studies in media, film production, distribution, and telephone promotions, are necessary. Secondly, the development of Silver Taekwondo programs tailored to the training targets and the cultivation of instructors capable of executing these programs are needed. The development of programs should involve collaboration with Taekwondo institutions, dojangs, universities, and lifelong education centers, requiring the participation of majoring students and elderly sports instructors.

• Journal of the Korean Applied Science and Technology
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• v.35 no.3
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• pp.925-934
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• 2018

The purpose of this study was to study the quality of service, student satisfaction, and university image of the university sports center as part of the university education service in order to find necessary marketing measures to secure university competitiveness. To this end, we used the convenience sampling method for sports centers of three universities in the Seoul metropolitan area. and analyzed the final 326 copies, excluding 24 questionnaires out of a total of 350 questionnaires. Using the SPSS 21.0 program, frequency analysis, exploratory factor analysis, correlation and multiple regression analysis were conducted. The results showed that the geographical, human and convenience factors of the university's sports center affect student satisfaction. Second, it was found that the facility and convenience factors of the university sports center affect the university image. Third, it was revealed that the university sports center's satisfaction with the quality of its service affected the university image.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.4
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• pp.2520-2526
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• 2015

This study investigated the effects of sports game outcomes on spectators' Ad recall, and the sports game induced suspense was also investigated for its moderating effects between the variables. On the day after the 2012 London Olympic soccer games, university students (N=257) from the Busan area completed questionnaires and MANOVA was utilized for data analysis. Results of this study revealed that outcome of sports game have significant effects on recall of both brand name and contents which aired during a halftime break. In addition, significant moderating effects of sports game induced suspense were found on brand name and contents recall. Based on the results, some suggestions for marketing practitioners are discussed and future research directions are outlined.

• Fashion & Textile Research Journal
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• v.15 no.3
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• pp.364-370
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• 2013

This research helps secure the safety of snow boarders in an activity that is currently recognized as a minor specific hobby. The research goal is to develop a new board wear product with intensified safety and activity through the development of a safe and convenient snowboard wear that is wearable in ordinary life. The participants consisted of 31 snowboard club members evaluated from January 12 to January 19 at Eden-valley Ski Resort and Phoenix-park Resort in Korea. The result are as follows. First, what domestic snowboard wear consumers consider design difference and brand recognition a significant priority in choosing snowboard wear versus the functionality or safety of clothes. Second, concerning the evaluation of the developed product, they recognize the necessity of safety gear; however, they demand the convenient use of a safety gear with a fixation that can be attached and detached. A unity-type board wear was developed that enables an attachment and detachment that reflects the evaluation results. In conclusion, this research showed various market possibility of board wear into sports casual wear to be able to make it a fashion product through different design and demand of mixing it with general wear rather than functionality or activity, though board wear is a professional sports wear.

• Journal of the Korean Society of Clothing and Textiles
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• v.42 no.6
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• pp.1039-1055
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• 2018

This study investigates the effect of physical self-concept and sportswear dependence on psychological happiness for women over 20 years of age who participate in life sports. Survey questionnaires were developed and implemented to collect data. Three hundred and thirty nine responses were analyzed to test the structural equation model using SPSS 21.0 and Amos 21. The results were as follows. First, physical selfconcept had a significant positive effect on psychological happiness and sportswear dependence mediated the relationship between them. Second, sports competence had a significant effect on psychological happiness and sportswear dependence respectively. Third, appearance satisfaction did not significantly affect psychological happiness and had a significant positive effect on sportswear dependence. Fourth, physical strength satisfaction did not affect psychological happiness and sportswear dependence. Fifth, health condition had a significant positive effect on psychological happiness and negatively influenced sportswear dependency. In conclusion, physical self-concept and sportswear dependence plays an important role in psychological happiness that requires a differentiated marketing strategy in the sportswear market.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.281-289
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• 2023

The purpose of this study was to objectively explore and discuss the effect of trainer's communication style on rehabilitation ability and rehabilitation satisfaction of elite athletes. we observed the relationship between rehabilitation trainers and injured athletes and found that communication between them plays an important role. In this study, we criticized that most of the studies related to rehabilitation were conducted from the point of view of natural science. The results of this study emphasized that rehabilitation-related research should broadly accept social science positions such as business administration. The main research findings are as follows. As a result of analyzing the relationship between trainer's communication style and rehabilitation ability, first, the trainer's cooperative and professional communication style affects emotional factors of injured players. Second, the trainer's cooperative and controlled communication style affects the cognitive factors of injured players. Third, the trainer's cooperative and professional communication style affects the behavioral factors of injured players. Fourth, the trainer's cooperative and professional communication style affects the rehabilitation satisfaction of injured players. Based on these results, this study was conducted to validate the necessity of discussing the trainer's communication style preference according to the individual background such as the injured player's gender, personality, and injury level, and the classification and composition of communication styles that match Korean culture and sentiment. As suggestions for follow-up research, active sharing of problems with adjacent disciplines such as sports sociology, sports education, and sports marketing, and parallel qualitative research centered on individual cases were suggested

• Proceedings of the Korea Society of Costume Conference
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• 2003.10a
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• pp.72-72
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• 2003

In global society, the role and function of sports deserves higher value with the development of media and commercial marketing which proceeds to be recognized as international competitiveness. Particularly in case of golf, in which a large number of talented players of international recognition produced in Korea, developing golfwear design holds great consequence accordingly. At the same time in domestic situation, golf which once was considered as sports of people of wealth now has gained immense popularity which practically expanded the golfwear market.