PURPOSE This study aimed to explore the effective and pragmatic idea regarding the development of physical education teacher education (PETE) programs in China. These programs share both similarities and differences in China and Korea, and they are also discussed here. METHODS Six universities reflecting the regional specificities of Korea and China were selected following consultation with experts. Data collected through in-depth interviews, non-participatory observation, literature, and local documents were analyzed and interpreted by using the comparative analysis research method. RESULTS First, when comparing the curriculum, which was divided into liberal arts, major, and teaching subjects in both countries, the ratio of liberal arts and teaching subjects was similar in Korea following major subjects. As for China, major subjects came in first, followed by liberal arts and teaching subjects. Second, the relative pros and cons of preliminary sports teacher education in Korea and China were aimed at nurturing competent sports experts with both expertise and personality. They were generally similar in terms of content dimensions; however, they were found to be different in several areas. Particularly in the case of China regarding the teaching subject, practical subjects that were of pragmatic help to the school field were found to be relatively insufficient. Third, the implications for improving China's preliminary PETE were to emphasize the importance of personality in educational goals at the goal level, and as for the content level, it was necessary to replaced them with classes that could be of pragmatic use in the existing teaching method. Furthermore, at the methodological level, professional training of physical education teachers should be proposed, training them to cultivate character. Finally, more positive changes can be pursued if efforts at the environmental level are well-matched and improved. CONCLUSIONS To improve China's preliminary PETE program, it is necessary to enhance the environment and institutions using various teaching methods to cultivate expertise, such as practical aspects of university-field linkage and preliminary teacher personality education.
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 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.
