PURPOSE This study aimed to examine the effectiveness of corporate social responsibility PR message appeals employed by professional sports teams. METHODS The authors categorized message appeals into self-benefit inclusion and self-benefit exclusion, and evaluated their impact in both public and private evaluation contexts. A 2 (beneficiary message appeal: self-benefit inclusion vs. selfbenefit exclusion) × 2 (message evaluation: public vs private) design model was employed. Data were collected from 165 respondents at a major university in Korea and analyzed using SPSS version 20.0. RESULTS The findings revealed that team loyalty was higher among individuals exposed to self-benefit inclusion messages than those exposed to self-benefit exclusion messages. Additionally, an interaction effect was observed between beneficiary message appeal and message evaluation. Specifically, the self-benefit appeal message was more effective when individuals had lower public self-image concern, while the self-benefit exclusion message was more effective when public self-image concerns were higher. CONCLUSIONS Team loyalty was found to be significantly higher in private evaluation situations for self-benefit inclusion messages, whereas, for self-benefit exclusion messages, the impact of public evaluation situations on team loyalty was greater than in private evaluations.
The purpose of this study was to provide managers and owners of Korea professional baseball teams with the necessary information for improving managerial performance by fan acquisition and retention. This paper chose LG, Nexen, and SK fans over the age of 17 as population of this study who visited at least twice home games held in the Jamsil, Mokdong, and Munhak baseball stadium. For the analysis of data, 413 questionnaires were used using SPSS 15.0 Windows and Amos 7.0. To examine respondents demographics traits, frequency analysis was processed and reliability analysis, confirmatory factor analysis and correlation analysis for relationship among the variables were conducted. Also, convergent validity analysis and discriminant validity analysis were made. Finally, path analysis was made for the verification of model suitability and of research hypotheses through structure equation modeling. The research results are as per the below. First, team attributes like physical facilities, team performance and licensing had significantly positive influence on consumption emotion. Second, team attributes like service and team performance significantly positive impact on viewing value. Third, consumption emotion had significantly positive impact on revisit intention. Fourth, viewing value had significantly positive impact on revisit intention.
Purpose The purpose of this study was to identify the relationship among the social responsibility (economic responsibility, community cultural activity and social contribution activity), the image of the club, and the assets (image, reliability, attitude and loyalty) of the mother company. Methods The objectives of this research were the home fan in “2018 Shinhan Bank My Car KBO League.” A survey was conducted for 350 home fans of SK Wyverns who gathered in Incheon SK Happiness Dream Baseball Ground to watch the games of SK Wyverns vs. Samsung Lions held from April 6 (Fri.) to April 8 (Sun.). Data processing was done with PASW Ver. 18.0 and AMOS 18.0. Results Firstly, among the sub-factors of social responsibility, economic responsibility, community cultural activity and consumer protection had significant influence on the team image. Secondly, the team image had meaningful influence on the mother company image. Thirdly, the mother company image had significant influence on the mother company trust, mother company attitude and mother company loyalty. Fourthly, the mother company trust had significant influence on the mother company loyalty. Fifthly, the mother company attitude had significant influence on the mother company loyalty. Conclusions The mother companies of professional baseball clubs, too, will have to seek various ways for joint working with professional baseball clubs while actively supporting the activities of the professional baseball clubs being aware that professional baseball clubs give positive effect to the mother companies.
PURPOSE The purpose of this study was to investigate the relationship between the integrated marketing communication (IMC) attribute of professional baseball teams, their fans’ perceived value, and voluntary behavior related to the parent company. METHODS In this study, the target population consisted of spectators watching a professional baseball game. A survey was conducted on 360 fans watching the KIA tigers’ and kt wiz’ home game using the convenience sampling method. Finally, a total of 261 were used for data analysis, and frequency, confirmatory factor, reliability, correlation, structural equation model analyses using SPSS 20.0 and AMOS 20.0. RESULTS Main findings are as follows: First, interactivity of professional baseball teams’ IMC had positive effects on the emotional value. Second, interactivity and reminders from the parent companies of professional baseball teams’ IMC had positive effects on social value. Third, stakeholder connectivity and reminders from parent company of professional baseball teams’ IMC had positive effects on altruistic value. Fourth, with regard to the social aspect, the fans’ perceived value had positive effects on loyalty, customer participation and customer cooperation of voluntary behavior related to parent company. Lastly, with regard to the altruistic aspect, the fans’ perceived value had positive effects on customer cooperation of voluntary behavior related to the parent company. CONCLUSIONS Therefore, professional baseball teams should identify the IMC elements that fans perceive as important and establish effective marketing communication strategies to enhance the perceived value of their brand among their fans, ultimately increasing their voluntary engagement with the parent company.
