PURPOSE This study aimed to identify the dimensions of sport brand authenticity and to develop a valid and reliable scale for measuring such dimensions. METHODS Along with a sequential mixed method design, qualitative researches were conducted (a literature review on brand authenticity and the inherent value of sport, 5 one-to-one expert interviews, and a Delphi survey of 10 researchers). Based on the qualitative research results, an EFA (n=304), 2 times CFA (1st: n=304, 2nd: n=311), and correlation analysis using the other scale (brand relationship quality, brand attachment, brand credibility) were conducted to test reliability, construct validity, and criterion-related validity. RESULTS In the qualitative research results, 8 dimensions with 36 items were extracted; however 6 dimensions (originality, connectedness, legitimacy, authority, sport spirit, and expertise) with 28 items were identified as appropriate structures from EFA and CFA, and the relations between all the dimensions and other scales related to consumer attitude were statistically significant in the correlation analysis. CONCLUSIONS The findings suggest that the scale in this study could provide a new and specific perspective on sport brand authenticity, which is constructed using a general aspect and a sport specific aspect, and an understanding of the concept of sport brand authenticity in other sport industries.
PURPOSE This study aimed to identify the underlying dimensions of brand (professional sport team) authenticity and to develop a valid, reliable scale to measure these dimensions. METHODS A pool of 67 potential items was drawn through a literature review, content analysis, qualitative research (n=43), and an expert evaluation. The identified items were subjected to exploratory factor analysis (n=248) and confirmatory factor analysis (n=285). In addition, multiple regressions were conducted to examine the criterion validity of the scale. RESULTS The results showed that the brand authenticity scale for professional sport teams consists of 42 items representing 8 dimensions: continuity, originality, quality commitment, heritage, symbolism, credibility, stakeholder-related integrity, and consumer-related integrity. The study has proven evidences of internal consistency and convergent, discriminant, and criterion validity of the scale. CONCLUSIONS The findings suggest that the scale developed in this study offers a vital foundation to understand the structure of brand authenticity in the context of sport fans and its impact on sport consumer behavior.
PURPOSE This study aims to examine the mediating effect of viewing flow on the relationship between perceived authenticity among [Kick A Goal] female viewers’ and football participation intention. METHODS A total of 414 questionnaires were distributed to [Kick A Goal] female viewers, aged from 20s to 60s, who had no experience in football. Among the collected questionnaires, the data used for the final analysis was 338 after data cleaning. The data analysis was conducted using SPSS 25.0, and it included frequency analysis, descriptive statistics analysis, correlation analysis, simple regression analysis, and a three-step mediation analysis proposed by Baron & Kenny(1986). RESULTS This study’s results were as follows: First, the perceived authenticity of female viewers positively affected viewing flow. Second, the viewing flow of female viewers positively affected their football participation intention. Third, viewing flow fully mediated the relationship between perceived authenticity and football participation intention. CONCLUSIONS In summary, this study suggests that it is significant to produce programs with authenticity and maximize viewing flow to further enhance the intention of female viewers to participate in football.
PURPOSE This study aimed to explore methods for stimulating consumer purchasing behavior in the sportswear market, where gaining a competitive edge through traditional means has become increasingly challenging, by focusing on the recently highlighted environmental, social, and governance (ESG) management practices. The objective was to present strategic alternatives for sportswear brands grounded in sustainable management and value creation. METHODS The research employed SPSS 21.0 and AMOS 21.0 for frequency analysis, reliability and validity analysis, confirmatory factor analysis, structural equation modeling, and mediation effect analysis. RESULTS First, among the sportswear brand‘s ESG message trust and ESG authenticity, only ESG authenticity positively impacted consumer behavior. Second, both the sportswear brand‘s ESG message trust and ESG authenticity were found to positively influence ESG congruence. Third, ESG message trust and ESG authenticity negatively affected ESG skepticism. Fourth, ESG congruence positively impacted consumer behavior. Fifth, ESG skepticism was found to negatively influence consumer behavior. The mediation effect analysis yielded the following results: First, the direct effect of ESG message trust on consumer behavior was not statistically significant; however, a full mediation effect was observed through ESG congruence and skepticism. Second, the direct effect of ESG authenticity on consumer behavior was statistically significant, with a partial mediation effect through ESG congruence and skepticism. CONCLUSIONS For sportswear brands to achieve sustainable management and profit generation, it is essential to explore methods for stimulating consumer purchasing behavior based on trust and authenticity in ESG messages.
Purpose This study aims to explore the association between the awareness of naturalized players and the awareness of recruiting naturalized players for national players among sport fans. Methods Survey was conducted among 1,050 fans in professional sport, amateur sport, sport cafes at portal website among which 928 papers were used for final analysis. Collected data was processed by using SPSS 21.0 program. T-test, one-way ANOVA, correction analysis and multiple regression analysis were conducted to test hypothesis. Results Gender, age, household, and field income showed significant differences in the awareness of achievement among the awareness of naturalized players by fans. Age, school, and field revealed significant differences in the awareness of attitude. Age, school, household income, and field showed remarkable differences in the awareness of field and age and household income showed critical differences in the ascription awareness. Negative awareness showed that gender, age, school, and income were significantly different and the tolerable awareness showed that age, school, household income, and field revealed significantly different among the awareness of recruiting naturalized players for national players. Achievement, attitude, and ascription factors had positive impacts, while field factors had negative impacts in terms of the influence on negative awareness among the awareness recruiting foreign players for national players. In terms of the influence on the tolerable awareness, achievement, attitude, and field affected positively. Conclusions This study demonstrated that fans need to be aware of trust and assurance on achievement, attitude, and field factors of players to induce the recruitment of naturalized players for national players in a tolerable way.
PURPOSE This study aims to identify how the [Goal Kicking Women] TV program has changed the perceptions of male viewers on women’s football. METHODS Using a qualitative research design, semi-structured interviews were conducted with 8 male viewers who are in their 50s. Thematic analysis was used to draw implications from the interviews. RESULTS Results show that having watched [Goal Kicking Women], 1) participants have become more familiarized with women playing football; 2) participants’ initial stereotype about women’s alleged inferiority in football has changed, as the performance of female stars in the program, who did not have any experience playing football, improved; and 3) the genuine passion that female stars showed for football made participants think that women’s football was just as good as men’s. CONCLUSIONS This study provides practical and academic implications, as it identifies men’s perceptions on women’s football and analyzes the influence of [Goal Kicking Women]. To conclude, establishing a foundation for planning and implementing effective policies to promote women’s football in South Korea is recommended.
Purpose The purpose of this study was to find out what young amateur golfers consider the most when purchasing golf apparel and to find out the Importance-Performance attributes when choosing golf apparel. Methods Amateur golfers in their 20s through 40s who have purchased golf clothing directly were selected as the subject. A total of 350 questionnaires were distributed using the purposive sampling method, and 331 copies as a final validity sample. For data analysis exploratory factor analysis Cronbach’α, frequency analysis, and Importance-Performance analysis by using SPSS 21.0. Results First, except for ‘fancy design’, ‘water-proof function’, ‘elasticity comfort’, ‘brand name’ there were significant differences between importance and satisfaction of selection attribute. Second, ‘harmonic colors’, ‘has its own characteristics’, ‘expressing beauty’, ‘elasticity comfort’ were analyzed to be situated in quadrant Ⅰ. Third, ‘fancy design’, ‘water-proof function’, ‘temperature maintenance function’, ‘elasticity and durability’, ‘brand name’, ‘high-priced yet popular brand’, ‘popular brand’ were analyzed to be situated in quadrant Ⅱ. Fourth, ‘comfortable to wear’, ‘convenient for physical activity’ were analyzed to be situated in quadrant Ⅲ. Fifth, ‘can be also worn for outdoor wear’, ‘wear for gathering’, ‘wear as daily attire’ were analyzed to be situated in quadrant Ⅳ. Conclusions The results will be the basis for effective target marketing on young amateur golfers who are rapidly emerging and will be able to grasp the characteristics of golf apparel that they really want.
