The purpose of this study was to examine competitiveness of sport product companies by brand origin in the Korean market by analyzing attribute evaluation of sport products, brand equity, and purchase intention and their causal relationship. Competitive sport brands were selected in global, Japanese, and Korean brands by a pilot survey. Then, this study selected a population participating in sports for all, elite sports, professional sports, and leisure sports and 498 effective questionnaires were secured. As a result, Korean consumers for sport products evaluated global sport brands in the highest level, Japanese sport brands in the moderate level, and Korean sport brands in the lowest level in the evaluation of attribute evaluation of sport products, brand equity, and purchase intention. Moreover, the evaluation of participating types in sports for all, elite sports, professional sports, and leisure sports showed the same result in the order of global, Japanese, and Korean sport brands. Global sport brands had a sequential causal relationship from attribute evaluation of sport products to brand equity and purchase intention and formed a consumption behavior model that attribute evaluation of sport products led to purchase intention. On the other hand, while Korean sport brands had a sequential causal relationship from attribute evaluation of sport products to brand equity and purchase intention, attribute evaluation of sport products did not lead to purchase intention. Finally, it was confirmed that global brands such as Nike and Adidas had a high market position and Korean sport consumers’ purchase behavior was determined based on information of product attributes and brand equity.
The purpose of this study was to investigate the effects of National Fitness Award program group exercise classes on daily fitness and balance-confidence among the elderly participants(n=496, 80.2% women). This study investigated body composition, daily fitness, and balance-confidence, and quality of life among the subjects who participated in the combined exercise program of improving physical fitness class for 8-week in the 10 national physical fitness certification centers by the demonstration project for the elderly of 2013 Korean National Fitness 100 project. Body composition and physical fitness for daily living were defined by Korean National Fitness 100 project for elderly, also the balance-confidence and health-related questionnaires were added. The following results were obtained by comparing the pre-test and post-test. In body composition body weight (p<.05), body mass index (p<.05), fat mass (p<.01), and percent body fat (p<.05) were significantly decreased, but muscle mass was not. Except for walking-around-two-cones-in-a-figure 8, all other daily fitness items such as relative grip strength (p<.001), chair sit to stand, two minutes place to walk, and sit-and-reach significantly increased (p<.01), and timed up and go were significantly decreased (p<.01). In balance confidence rating ABC tests (p<.001) were shown significantly increased. Although, quality of life measured by EQ-5D was not significantly improved, self-health status measured by EQ-VAS (p<.001) showed significant increase. Therefore, the group exercises of National Fitness Award program improved body composition, daily fitness and balance confidence in Korean elderly participants.
Drawing on the studies of implicit ways of teaching (Choi, 2002; Fenstermacher, 1990; Hasen, 2001; Oakeshott, 1989; van Manen, 1991), the aim of this study is to examine the educational effects of indirect teaching behavior (ITB), a new approach of researching teacher behavior, in order to better understand well-rounded education in the field of physical education. An ethnographically informed case study based on participant observation (eight months, 8th grade two co-ed physical education classes) was employed to produce a thick description of the ITB. Participant observation was supported by video recordings of classes, photos of students, questionnaires and interview, and teacher's self-report. Through inductive analysis of the data, we found that ITB had a powerful influence on forming a positive classroom atmosphere in relation to fun, active and moral. The positive atmosphere played a pivotal role in encouraging students' social and moral development including respecting their teacher, cooperating with other friends, learning the intrinsic value of physical education, and reflecting themselves. An understanding of ITB will help expand the way in which educators view teaching methods and studies in physical education beyond the dominant approach to techniques-oriented teaching in that ITB can be seen as essential content for holistic development of students. In this sense, this paper suggested that researchers and teacher educators need to re-examine the power of ITB in regard to teacher's professional competence in physical education and teacher education (PETE). For future research of ITB, it is necessary to explore what and how key personal and social-cultural factors impact teachers' ITB as is currently being conducted in the realm of teaching.
PURPOSE Neuromarketing measures and analyzes the unconscious response of consumer brain waves to marketing stimuli in real time. This study examined how a sensational scene (accident) in a sport game influences the sponsorship effects through electroencephalography (EEG) analysis. METHODS The current study uses an experimental method. First, as an experimental stimulus, a video of F1 racing edited in a total of 9 min and 39 s was used, and an accident scene was inserted in the middle of the video. A total of 46 people participated in the experiment, and all participants watched the F1 video, including the accident scene. Participants' brain waves were observed in two prefrontal and two occipital lobes. The relationship between scene sensation and sponsorship effect was analyzed based on alpha waves and the sponsor brand recall measured by questionnaires. RESULTS First, the accident scene of the race caused the power of alpha wave to be abruptly reduced (i.e., alpha blocking). Second, the difference between the alpha power level of the group that recalled the sponsor brand and that of the group that did not recall was statistically insignificant; hence, the hypothesis was rejected. Third, the right-brain dominance (negative emotion) in the accident scene of the race was statistically insignificant; therefore, the hypothesis was rejected. Finally, the group that recalled the sponsor brand showed a left-brain dominance (positive emotion), which was statistically significant. CONCLUSIONS This study confirmed the marketing communication and neuromarketing theories on the sponsorship effects created by stimulation, attention, and memory in a sport sponsorship setting, observing alpha blocking phenomena in a sensational scene (accidents). In addition, it was revealed that the group that watched the same accident scene relatively positively and exited remembered the sponsor brand better than the group that did not watch it. The result implied that sport fan’s personal trait (e.g., sensation seeking) to sensation in sponsorship activities affects the sponsorship effect. The results also emphasized the importance of selecting target customers of sports fans in sponsorship to maximize sponsorship effects.
