Many teams in the first division soccer league in Korea are suffering from financial insolvency which has resulted from lack of fan support. Despite the mentioned fact, many teams are still distributing free tickets which results lessoned ticket sales revenue. In order to address the fundamental issue of financial insolvency, it is important to seduce more paid fans to come to stadiums along with increased number of fans. The current study, therefore, examined the perceived value of K-league match ticket prices compared with other competitors such as baseball, basketball, and movie theaters. Data were collected from Gyeongnam F.C.'s home game and out of 164 data collected, 127 were utilized for further analysis. A conjoint analysis was conducted using regression analysis (Luce, 1959) to compare fans' perceived value of ticket prices among different entertainment options. The results displayed that K-league teams should consider increasing ticket prices as it is currently under-priced and, as a result, higher ticket price will drive increase in revenue.
The purpose of this study was twofold: 1) to investigate the structural relationship among the variables interested, and 2) provide rationale for professional sport team parent companies for operating and managing professional sport teams. Using convenience sampling method, data was collected at a professional soccer match held in Suwon World Cup Stadium through survey distribution. Collected data were analyzed using SPSS 20 and AMOS 20. The results derived through multiple steps of data analysis displayed that community attachment and team image significantly affected team identification. Moreover, team identification affected parent company image, parent company image affected parent company product image, and parent company product image affected purchase and WOM intention. As a result it was found that for parent companies, operating and managing a professional sport team not only provide intangible benefits such as brand awareness and brand image, but also economical benefits such as increase in product sales through improved company product image.
PURPOSE This study aimed to examine the effectiveness of corporate social responsibility PR message appeals employed by professional sports teams. METHODS The authors categorized message appeals into self-benefit inclusion and self-benefit exclusion, and evaluated their impact in both public and private evaluation contexts. A 2 (beneficiary message appeal: self-benefit inclusion vs. selfbenefit exclusion) × 2 (message evaluation: public vs private) design model was employed. Data were collected from 165 respondents at a major university in Korea and analyzed using SPSS version 20.0. RESULTS The findings revealed that team loyalty was higher among individuals exposed to self-benefit inclusion messages than those exposed to self-benefit exclusion messages. Additionally, an interaction effect was observed between beneficiary message appeal and message evaluation. Specifically, the self-benefit appeal message was more effective when individuals had lower public self-image concern, while the self-benefit exclusion message was more effective when public self-image concerns were higher. CONCLUSIONS Team loyalty was found to be significantly higher in private evaluation situations for self-benefit inclusion messages, whereas, for self-benefit exclusion messages, the impact of public evaluation situations on team loyalty was greater than in private evaluations.
