The purpose of this study was to examine the effects of congruence type between sporting event and corporate sponsor as well as the effects of advertisement exposure frequencies (1, 3 or 5 times) on advertisement attitude and advertisement effectiveness, including brand attitude and advertisement wear-in and wear-out effects. Data (N=150) were collected using a convenience sampling method and 3-group random assignment. The collected data were analyzed by means of frequency analysis, reliability analysis based on factor rho coefficient, correlation analysis, one-way ANOVA, confirmatory factor analysis, and latent mean analysis. The results were as follows; firstly, in case of higher functional congruence condition, advertisement attitude was most positive in a 3-time exposure situation and it decreased as advertisement exposure frequency further increased. However, in the lower functional congruence situation, advertisement attitude was continuously decreased as advertisement exposure frequencies increased. Secondly, in the higher image similarity situation, advertisement attitude was increased as advertisement exposure frequencies increased. On the other hand, in the lower image congruence situation, advertisement attitude was decreased as advertisement exposure frequencies increased. Lastly, advertisement attitude, brand attitude, and wear-in effects were statistically higher in the high functional and image congruence situations than did in the low functional and image congruence situations.
Purpose The purpose of this study was to examine the effects of temporal and spatial distance and types of advertising messages on sport consumer’s attitudes toward and advertising and purchase intentions, based on the construal level theory. Methods Toward this end, 253 usable data were conducted using frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, MANOVA, and ANOVA with SPSS 24.0. Results and Conclusion The study obtained the conclusion that when using different types of messages, the consumer’s attitudes and purchase intentions are influenced by temporal distance, by spatial distance, and by the interaction between both factors.
PURPOSE This study examined how consumers' visual attention to ads during eSports media consumption varies over time. METHODS An experimental study with a single factor, three-level within subject experimental design was conducted, utilizing an eye-tracker to measure visual attentions, including fixation count and duration. Seventy-eight students from a national university in city B participated in the experiment. A repeated measures ANOVA was conducted using the open-source statistical program R to test the research hypothesis. RESULTS Both the fixation count and duration were highest for the first ad and then gradually decreased for the second and third ad. CONCLUSIONS It is recommended that eSports sponsors should consider differentiating ad pricing based on the order of exposure, then expose the first ad presented more frequently and for extended periods, and consider different shapes, colors, and movements to prevent adaptation to the initial allocation of attention.
There are expanding the base of amateur baseball with diverse factors and corporations are getting more interested in making opportunities to build relationships with customers by using this phenomenon. However, the previous research did not focus on examine practical effectiveness for relationship marketing methods as the strategy of the building relationship which was applied to sport events from diverse corporations. Therefore, the purpose of this study is to examine the practical effectiveness of the relationship marketing methods and the influencing process of the relationship marketing strategy applied to the amateur baseball. 150 players who took part in the amateur baseball tournament hosted by the on-line shopping mall company were selected for research samples with random assignment. To examine the practical effectiveness, 136 players' survey responses out of 150 responses were used for research data. For hypotheses testing, this study applied PLS structural equation model. This study presented that perceived face to face and listen as relationship marketing methods were significantly positive influenced on perceived relationship quality. In addition, perceived relationship advertising as relationship marketing methods were significantly positive influenced on perceived purchase intention. Moreover, perceived relationship quality was significantly positive influenced on perceived purchase intention. In the case of mediating effect with considering relationship quality, there was partial mediating effect for relationship advertising and face to face, and there was complete mediating effect for listen.
Purpose The purpose of this study is to grasp consumers' perception of badminton racket brand image using MDS and ISA. Methods To do this, we conducted questionnaires on those who participated in badminton and had experience of participating for 6 months or more in Seoul and Gyeonggi province from April 12 to 28, 2017, selected and analyzed a total of 313 copies as valid samples of this study. Results The results of study are as follows. First, as a result of MDS analysis, it showed that only the price of brand image attributes were in order of Trion > Joobong > Lining > Victor > Yonex, and the other attributes(Design, Functionality, Quality, Awareness, Advertising image, Event, Color, Popularity, Sophistication, Originality, Trust, Service) were in order of Yonex > Victor > Lining > Joobong > Trion. Second, as a result of ISA analysis, in I quadrant, Yonex showed functionality, quality, sophistication, and trust and Trion showed price, design, functionality and quality, Victor showed price, design, functionality, quality, color, sophistication, trust, service, and Joobong showed price, functionality, quality, and trust in this area. In quadrant Ⅱ as concentrated area, Yonex showed price and service, Trion showed color, trust, service, Victor showed price, Lining showed trust and service, and Joobong showed service in this area. In quadrant Ⅲ as low rank, Yonex showed advertising image, event, Trion showed awareness, advertising image, event, popularity, sophistication, originality, Victor showed advertising image, event, popularity, originality, Lining showed awareness, advertising image, event, popularity, originality, and Joobong showed design, advertising image, color, popularity, sophistication in this area. In quadrant IV as excess avoidance, Yonex showed design, awareness, color, popularity, originality, Victor showed awareness, Joobong showed awareness, event, originality in this area.
PURPOSE Recently, the need to improve service quality to provide an ideal viewing experience for sport OTT service users has increased. This study aimed to analyze user reviews of the SPOTV Now app, an OTT service specializing in sports in South Korea, to identify major perceptions of viewers and suggest measures for improvement. METHODS Review data (8,512) recorded on the SPOTV Now app were collected from November 21, 2017 to November 30, 2023. LDA-based topic modeling analysis was conducted along with a series of data preprocessing processes. Sentiment analysis was carried out through machine learning logistic regression analysis and odds ratio scores were calculated. RESULTS A total of five topics were derived, including ‘member management service', 'service stability', 'sport streaming service', 'sport video service', and 'subscription service'. Sentiment analysis indicated that 'exclusive', 'server', 'payment', 'log-in', 'authentication', 'pay', 'subscription', 'advertisement', 'play', and 'loading' were the top ten keywords. CONCLUSIONS Sport OTT operators should be more responsive to user requests and feedback, and video playback and server error problems should be improved for service stability. It is necessary to secure diversity as well as exclusivity of content, in addition to minimizing advertising or preparing various rate types, so that app users feel that they receive high value for their money.
Purpose The purpose of this study was to analyze the propensity to consume the consumer of the baseball equipments who have difference of the product preference by regulatory focus, and who have construal level and suitable message framing. Methods Populations are consumers who have purchased the baseball equipments before, and the sampling groups, five different society baseball group’ league from Seoul and Kyeongi-do, were distributed, 318 copies, by convenience sampling. The questionnaire proceeded by three-way completely randomized design with stimulated sentences of four different advertisement compartmentalized by the regulatory focus, construal level and message framing. The analysis utilized SPSS 21.0 to perform the frequency analysis, manipulation check, independent t-test, two-way ANOVA, and Scheffe was used to post-hoc. Therefore, the result of this study is as below. Results First, after analyzing the distinction of the regulatory focus of the consumers of baseball equipments, the preference of the consumer who has improving focus was higher than that of consumer who has the prevention focus. Second, preference differentiation analyzed by construal level and the message framing of the consumer of the improving focus, the preference was higher when the message framing was positive, and the construal level was in short time. Third, preference differentiation analyzed by construal level and the message framing of the consumer of the prevetnion focus, there was no difference of the preference of the equipments followed by the construal level and message frame for prevention focus consumers.
Professional volleyball league, which was launched and its popularity was steadily increased since 2005, has suffered from difficulties in its operation due to deficits after 2013. In addition, each professional volleyball team has worked out for parent company so far as a means of advertisement but does not look like effective management. Therefore, the purpose of this study was to evaluate each professional female and male volleyball team management efficiency through Data Envelopment Analysis. Player salary for the input variable and points and the number of spectators for output variable were used respectively then data were analyzed using Frontier Analyst 4.0. The results were as follows. First, Hyndai capital and Rush & Cash recorded the most efficient management among all professional male volleyball team. On the other hand, Samsung showed inefficient management, followed by LIG, KEPCO, Woori Card, and Korean Air. Second, GS Caltex and IBK were discovered as the highest management efficiency among all professional female volleyball team. On the contrary, KGC recorded inefficient management, followed by Korea Expressway Corporation, Hyundai Construction and Heungkuk life.
PURPOSE This study aimed to identify and establish ESG activity assessment factors tailored for sports brands, offering a foundational framework for fostering sustainability within the sports industry. METHODS A Delphi survey was conducted between December 1, 2022, and January 31, 2023, involving university professors, sports brand executives, ESG researchers, sports marketing majors , a nd sports brand influencers. Data were analyzed using SPSS WIN 24.0 and MS Excel, encompassing research subject classification, consistency verification, and empirical analysis. RESULTS The assessment of ESG activity evaluation factors of sports brands revealed that governance, social, and environmental dimensions ranked in descending order of relative importance. Among specific evaluation criteria, the adoption of employee ethics regulations was deemed paramount in the governance evaluation area, while support for stakeholder welfare and social well-being took precedence in the social evaluation category. In the environmental sector, the production and delivery of eco-friendly, durable products held the highest significance. Further analysis, considering the weighted priorities of all evaluation factors, emphasized the importance of factors, such as the adoption of employee ethics regulations, support for stakeholder welfare, social well-being, and the production and delivery of eco-friendly, durable products. Conversely, disclosure of company information and issues, support for the underprivileged, and general shareholders' meeting or agenda for the protection of shareholders' rights and interests ranked lower. CONCLUSIONS In summary, this study validates the role of governance (G) aspects within ESG activities for sports brands, alongside environmental and social dimensions. It highlights the importance of a balanced ESG framework, particularly in an era marked by heightened social responsibility awareness among consumers. Prioritizing governance in marketing strategies not only distinguishes sports brands but also necessitates impactful promotion and advertising efforts.
