Purpose The purpose of this study was to provide title sponsorship marketing strategies by defining the relationship between professional volleyball title sponsorship, brand equity, brand attitude, and repurchase intention. Methods This study distributed 390 questionnaires to 2018-2019 V-League audiences and a total of 313 questionnaires were used as final validity sample. For data analysis, SPSS 21.0 and Amos 18.0 were used for frequency analysis, reliability analysis, confirmatory factor analysis, and structural equation analysis. Results First, title sponsorship had significant influence on brand equity, therefore hypothesis 1~3 were accepted, except for 1-3(perceived quality) and 1-4(brand loyalty). Second, among brand equity subfactors, hypothesis 4-1(brand awareness) and 4-4(brand loyalty) had significant influence on brand attitude which made hypothesis 4 partially accepted . Third, among brand equity subfactors, only brand image(hypothesis 5-2) had significant influence on repurchase intention which made hypothesis 5 partially accepted. Lastly, brand attitude had significant influence on repurchase intension, which made hypothesis 6 accepted. Conclusions It is anticipated that based on the result of the study, effective marketing strategy can be developed for title sponsorship companies in the future.
The purpose of this study was to develop a model of relationship intensification, identification formation, and loyalty achieved through mutual effect within participants of sports sponsorship. Through this, the study aims to provide guidance to businesses for establishing and developing sports sponsorships. In order to achieve the objective, two identification paths were used to understand the process of deepening consumer-sponsor relationship in professional volleyball title sponsorships. The target of this study is 'NH Nonghyup' a valleyball title sponsor in 2014-2015. A survey was conducted on 264 home crowd members of Korea Air, Samsung fire, Kepco, Woori card, OK saving bank and Hyundai capital based in metropolitan regions. Sampling method was Convenience Sampling Mode, and questionnaire has been structured to be self-administerd type. SPSSWIN Ver. 21.0 and AMOS 18.0 have been used for data processing. The results were as follows: Frist, the study showed that the connection between consumer-sponsor mutual effect positively influence "we-ness." "We-ness" in turn positively affected sponsor identification, and sponsor identification in turn positively affected attitudinal loyalty. Second, the personalization and enjoyment in consumer-event mutual effect positively affected event trust, and event trust in turn positively affected event identification, and event identification in turn positively affected behavioral loyalty. Third, attitudinal loyalty positively impacted behavioral loyalty.
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 was to examine the relationships among title sponsor's social inference(majority exposure, reliability, topicality, & social response), sponsor attitude formation(sponsor attitude, event sponsorship attitude, & communication attitude), and sponsorship effect (sponsor identification, attitudinal loyalty, and behavioral loyalty) in the professional volleyball contexts. Methods A survey was conducted by using college students (n=370) majoring in sport and physical education at four universities located in Chungcheong Province. The data were recorded and analyzed using the SPSSWIN Ver. 21.0 and AMOS 18.0 to analyze the structural equation model. Results First, the increased majority exposure had a significantly negative effect on sponsor attitude. Second, reliability was found to impact significantly on sponsor attitude. Third, topicality was found to impact positively and significantly on sponsor attitude. Fourth, social response did not show significant impact on sponsor attitude. Firth, sponsor attitude was found to significantly influence on event sponsorship attitude. Sixth, sponsor attitude had positive impact on communication attitude. Seventh, event sponsorship attitude was found to impact positively and significantly on sponsor identification. Eighth, communication attitude was found to impact positively and significantly on sponsor identification. Ninth, sponsor identification was found to impact positively and significantly on attitudinal loyalty. Tenth, sponsor identification was found to impact positively and significantly on behavioral loyalty. Finally, attitudinal loyalty was found to impact significantly and positively on behavioral loyalty.
This study aimed to explore the types of traumatic event experienced by Volleyball players and then prepare to take-off the serial process of posttraumatic growth to schematize a causal network by organizing the factors for overcoming adversity. Participants experiences were collected by distributing open-ended questionnaires to 77 professional Women's volleyball players in 2013-2014 and collected data was categorized by inductive content analysis. These results were schematized by the causal network. As a result of the study, according to the trauma were categorized into four general areas: member conflict, competence loss, physical injury, and coach conflict and the emotions relative to the trauma were categorized into four general areas: powerlessness, pressure, dejection, and hostility also coping factors were categorized into three general areas: social support, intervention strategies, and psychological control. Finally, positive growth emerged as psychological leap, performance improvement, psychological maturity, and emotional stability. And as a result of the categorized study, bring about a better understanding to the posttraumatic growth by causal network. Based on the study results, that volleyball players experienced a positive development on themself after overcoming the problem that they had suffered psychological scars from a traumatic event. In doing so, they contributed to the formation of resources that helped them in their positive lives. In this regard, this study expects to provide the players who have been scratched in mind because of the traumatic experience.
[Purpose] The purpose of this study was to identify research trend regarding pro-sports and visualize keyword network by using semantic network analysis. [Methods] After searching researches about pro-sports from 1994 to 2016, total 686 researches selected. In this process, inappropriate researches were excluded by 2 researchers’ consensus. [Results] First, the distribution of the number of researches were arranged on pro-baseball, pro-football, pro-basketball, and pro-volleyball in that order. Second, fan, team, and athletes were main research subject. Third, quantitative researches were dramatically more than qualitative researches and mixed method researches. Forth, the proportion of co-working have increased with the course of time. Fifth, the number of keyword which are appeared in researches has increased with the course of time, it dramatically was increased at 2010. [Conclusion] Through these results, researches regarding pro-sports have been broaden with the course of time and interdisciplinary convergence researches with adjacent fields were performed. However, some keyboards were repeated and academic interest about rare keywords was decreased with the course of time. Therefore, scholars in sports field need to have a inquiring stance about novel variables and phenomenons
