• 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 Sport and Applied Science
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• v.4 no.4
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• pp.27-32
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• 2020

Purpose: This study sought to explore the effects of air pollution on professional sports in South Korea. Research design, data, and methodology: The dependent variable, the number of attendances, was comprised of 2013-2017 K-league, 2015-2017 KBO, 2014-2017 KBL regular season games, resulting in 1,063, 2,121, 810 individual match-level observations, respectively. With the actual data collected from each place across the country, we created a categorical variable which identify the air quality index divided into four categories by K-eco (i.e., good, moderate, unhealthy, hazardous). To analyze data, ANOVA was employed. Results: First, there was a significant group effect on K-league attendance. Second, there was a significant group effect of KBO attendance. Lastly, there was a significant group effect on KBL attendance. Conclusions: Summary of above results showed that each professional sport leagues' attendance was significantly different depending on the levels of air pollution. Implications were also discussed. Keywords: air pollution, sport spectatorship, professional sports.

• Journal of Digital Convergence
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• v.11 no.5
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• pp.411-422
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• 2013

The purpose of this study is to analyze the impact of food corporations'sponsorship activities on Brand Images and Purchase Intension in professional sport industry in Korea. To accomplish the purpose, SPSS 18.0 Ver., had been conducted with 263 actual returned questionnaires. After the relevant literature reviews and analysis statistic data, three outcomes were deducted, those are, first, sponsorship factors for food corporations in professional sport industry significantly influenced on brand image. Second, Sponsorship factors for food corporations in professional sport industry significantly influenced on the purchase intension. Third, brand image of food corporation in professional sport industry significantly influenced on purchase intention. With this study, undiscovered several marketing strategies of food corporations with professional sport of Korea for their future marketing strategies could be discussed and proposed.

• Journal of Sport and Applied Science
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• v.7 no.3
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• pp.13-18
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• 2023

Purpose: The purpose of this study is to explore corporate types more suitable for domestic professional soccer citizens' club and to provide comprehensive insights for corporate type decision-making in the process of establishing and operating new city and citizens' club. Research design, data, and methodology: A Delphi survey was conducted on 12 experts with a high understanding of the research topic and expertise. Data were collected through two Delphi rounds, and for data analysis, frequency standard deviation, average ranking, and consistency coefficient were employed. Results: First, from the perspective of operating, it was found to have advantages in the order of autonomy, responsibility, continuity, connection. Second, from the perspective of operating the foundation, it was found to have advantages in the order of public interest, transparency, management, responsibility. Third, as a result of comparing the types of corporations and foundations of professional soccer citizens' club, it was found that there was relatively little difference. Conclusions: Since professional soccer citizens' club must pursue the nature of public goods and profitability as professional sports at the same time, various considerations are needed, long-term plans are established, and corporate types of professional soccer citizens' clubs are needed.

• Journal of Wellness
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• v.6 no.1
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• pp.51-61
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• 2011

The purpose of this study was to identify the component factors of professional sport team brand equity and to empirically examine factors composed of it's brand equity. The subjects of this study was the group that spectator professional sport game. For those sheet, judged to be insincere and to be unsuitable for the purpose of this study, and were missing questions excluded. SPSS 13.0 for window statistics package and AMOS 5.0 for window statistics package were used for data analysis. The goodness of the model was confirmed by data analysis and then the hypotheses testing were conducted. The findings are as follows: Firstly, brand associations(rivalry, commitment, play, socialization, success, history) have a significant effect on brand loyalty. But brand mark didn't have a significant effect on brand loyalty. Secondly, brand awareness(identification, internalization) have a significant effect on brand loyalty.

• 대한정형외과스포츠의학회:학술대회논문집
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• 2004.09a
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• pp.63-63
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• 2004

• Journal of Sport and Applied Science
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• v.4 no.2
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• pp.45-51
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• 2020

Purpose: The purpose of this study is to investigate how sports fans' loyalty is built via CSR activities of professional sports teams. Furthermore, the study sought to suggest the model presenting the process of developing loyalty of sport fans by teams' CSR performance. Research design, data, and methodology: For this purpose, a survey was conducted on 450 professional sports fans through the convenience sampling method. A total of 357 of the data were used for the final analysis. Based on the collected data, frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation model analysis were conducted. Results: The results showed that CSR activities contribute to building a positive image of team. Regarding fan identification, team image has also a positive effect on enhancing identification. The finding has supported the notion that attitudinal loyalty is enhanced by fan identification and further attitudinal loyalty significantly influences behavioural loyalty of fans. Conclusions: The results of this study explored the function of CSR of the teams on attitudinal and behavioural outcomes, loyalty. Moreover, the study suggested the constructual model presenting its role on enhancing fans' attitudes and behaviour affecting participation and consumption. Academic and practical implications were discussed for sport marketers and practitioners.

• Korean Journal of Applied Biomechanics
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• v.24 no.4
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• pp.349-357
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• 2014

The purpose of this study was to examine the differences in the performance of dancing motions depending on the level of skill by investigating pulmonary functions, ground reaction force, and jerk cost. The subjects of this study were 12 professional dancers (career: 16 yrs) and 12 amateur dancers (career: 9 yrs) who had similar physical conditions. We selected four motion phases which included the diagonal line motion, the deep flexion motion, the breath motion, and the turn motion with one leg after a small step walking motion, with Goodguri Jangdan. In the experiment, 6 infrared cameras were installed in order to analyze the value of the jerk costs and the force plate form. Finally, we measured the pulmonary functions of the subjects. For data analysis, independent t-tests according to each event, were carried out in the data processing. According to the results of FVC % Predicted, the professional dancers showed greater lung capacities than the amateur dancers, indicating that the level of dancing skill influences lung capacity. Based on the result of the balance test, the professional dancers used more vertical power than did the amateur dancers when performing maximal flexion motion. The professional dancers used a propulsive force of pushing their body forward by keeping the center of body higher while the amateur dancers used a braking power by keeping their bodies backward. When performing medial-lateral movements, the amateur dancers were less stable than the professional dancers. There were no differences in values of jerk costs between the amateur dancers and the professional dancers.

• 한국체육학회지인문사회과학편
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• v.54 no.4
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• pp.329-345
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• 2015

Our study examines the relationship between coach turnover and professional sport team performance using the evidences of Korean professional soccer teams. We collected panel dataset of 304 team-year observations and 96 coaches from Korean professional soccer league during the period of 1983-2013. Among them, our final sample is comprised of 226 observations and 81 coaches manifested for fixed-effect generalized least square (GLS) regression analysis. Drawing on sport management literatures and organizational learning theory, we argue that it takes time for a new head coach to take charge of the team in which the new leader who secure more time to interact with organization members is better able to remodel and improve team performance. Our empirical findings reveal that off-season coach turnover has a positive impact while turnover during the season has its negative influences on team performance. In addition, we find that subsequent team performance in association of off-season coach turnover is comparably better than that of on-season succession. The results show that coach succession rendered from inside the professional soccer team mediates the relationship between coach turnover and team performance. Our findings imply that coach turnover in professional sport teams is a significant factor affecting team performance.

• Journal of Sport and Applied Science
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• v.5 no.2
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• pp.39-46
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• 2021

Purpose: This study aims to analyze the management environment provincial and municipal professional soccer teams based on financial statements at a time when strengthening the financial soundness of domestic professional soccer teams is emphasized. Research design, data, and methodology: This study analyzed the financial statements (2018-2020) of the six teams of the provincial and municipal professional soccer teams whose financial statements were disclosed. The statements includes indicators of growth, profit and stability, which represents the main business performance of the entity. Results: As a result of the study, First, in terms of sales growth, sales in 2020 fell sharply year-on-year due to the impact of Covid-19. Second, the increase in sales through the import of player transfer fees had a positive impact on the growth of the business performance of the provincial and municipal professional soccer teams. Third, the profitability of the provincial and municipal professional soccer team is still low. Fourth, the debt ratio of the provincial and municipal professional soccer team was high, indicating that stability was serious. Conclusions: In order to increase sales, various strategies and measures are needed to overcome external factors such as media content products and non-face-to-face content strategies. The provincial and municipal professional soccer team, which has weak self-sustaining operations, needs to generate more profits through transferring players as a new management (profit) model, and first of all, a long-term strategy is needed to secure financial stability by improving the club's profitability.