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A Study on the Measure of Promotion for the Sales of Sports Licensed Products to Overcome the DISASTER of Professional Sports During the COVID-19 Period: With a Focus on the Relationship Between the Professional Sports' Quality of Service, Identification of Team, and the Brand Loyalty

Hwansuk Choi|Chanhyung Lee
동북아학술저널연합 (Northeast Asian Studies Journal Institute (J-INSTITUTE))|2021.09|International Journal of Human & Disaster|제6권 제3호|pp. 12-21

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참고문헌

키워드

DisasterBrand LoyaltyQuality of ServiceIdentification of TeamLicensed Product
주제분류기타사회과학

초록

Purpose: Recently, sports marketing has been recognized in Korea as an efficient means for strengthening the brand assets for companies, and efforts are increasingly made to develop games and licensed products as a ven-ue to maximize them. For the sports consumers, purchasing licensed products for a sports team may be a way of strengthening a mental bond with the team they support, and it is a kind of consumption behavior for the sports fans to visit the stadium and watch games in person. The purchase of licensed products from which the fans may bring profits to the club may also be said to be a consumption behavior. Therefore, the purpose of this study is to articulate and specify the effect of professional sports’ quality of service on the identification of team and the brand loyalty in the professional sports market, which is experiencing difficulties such as reductions in the number of games and reductions in the number of spectators due to the COVID-19, thereby presenting a strategic plan to promote the purchase and sales of licensed products. Method: In this study, as of 2021, among the professional sports spectators, those experienced in purchasing sports licensed products were targeted and gathered as the population, while the sampling method for 450 peo-ple was the convenience sampling, and the self-administration method. The questionnaires of 367 people were used as valid samples, excluding the data in which responses were insincere or any part of the survey contents were omitted. The data processing for this study was conducted but performing the frequency analysis, Cronbach's α coefficient calculation, factor analysis, and the correlation analysis by using the SPSS 25.0 Program, a statistical package program. The multiple regression was also used. Results: The quality of service, identification of team, and the brand loyalty were consisted of 3, 1, and 1 fac-tors, each respectively, and as for the reliability, the result quality factor turned out to be 3α=.882, environmental quality factor α=.785, interaction quality factor α=. 732, identification of team factor α=.901, and the brand loy-alty factor turned out to be α=.912. Furthermore, as a result of performing the correlation analysis, it turned out that there was a positive(+) relationship between all of the factors. In the effect of quality of service on the identi-fication of team and the brand loyalty, it turned out that the result quality factor, environmental quality factor, and the interaction factor of quality of service have the effect on the brand loyalty factor of the brand loyalty and the brand loyalty factor of the brand loyalty. Conclusion: The quality of service turned out to have an effect on the identification of team and the brand loyalty. The quality of service in principle is excellent performance in game, and to provide fans with such excellent performance, the development of excellent players is a priority. Therefore, teams seek to build a system for foster-ing excellent players and provide a springboard for improving their performance. Furthermore, it is necessary to develop licensed products by using the images of players and diversify products incorporating new technologies. Beyond which, it will be helpful to increase sales online and offline and offer various discounts and events to make the experience of purchasing products easier.

Abstract

Purpose: Recently, sports marketing has been recognized in Korea as an efficient means for strengthening the brand assets for companies, and efforts are increasingly made to develop games and licensed products as a ven-ue to maximize them. For the sports consumers, purchasing licensed products for a sports team may be a way of strengthening a mental bond with the team they support, and it is a kind of consumption behavior for the sports fans to visit the stadium and watch games in person. The purchase of licensed products from which the fans may bring profits to the club may also be said to be a consumption behavior. Therefore, the purpose of this study is to articulate and specify the effect of professional sports’ quality of service on the identification of team and the brand loyalty in the professional sports market, which is experiencing difficulties such as reductions in the number of games and reductions in the number of spectators due to the COVID-19, thereby presenting a strategic plan to promote the purchase and sales of licensed products. Method: In this study, as of 2021, among the professional sports spectators, those experienced in purchasing sports licensed products were targeted and gathered as the population, while the sampling method for 450 peo-ple was the convenience sampling, and the self-administration method. The questionnaires of 367 people were used as valid samples, excluding the data in which responses were insincere or any part of the survey contents were omitted. The data processing for this study was conducted but performing the frequency analysis, Cronbach's α coefficient calculation, factor analysis, and the correlation analysis by using the SPSS 25.0 Program, a statistical package program. The multiple regression was also used. Results: The quality of service, identification of team, and the brand loyalty were consisted of 3, 1, and 1 fac-tors, each respectively, and as for the reliability, the result quality factor turned out to be 3α=.882, environmental quality factor α=.785, interaction quality factor α=. 732, identification of team factor α=.901, and the brand loy-alty factor turned out to be α=.912. Furthermore, as a result of performing the correlation analysis, it turned out that there was a positive(+) relationship between all of the factors. In the effect of quality of service on the identi-fication of team and the brand loyalty, it turned out that the result quality factor, environmental quality factor, and the interaction factor of quality of service have the effect on the brand loyalty factor of the brand loyalty and the brand loyalty factor of the brand loyalty. Conclusion: The quality of service turned out to have an effect on the identification of team and the brand loyalty. The quality of service in principle is excellent performance in game, and to provide fans with such excellent performance, the development of excellent players is a priority. Therefore, teams seek to build a system for foster-ing excellent players and provide a springboard for improving their performance. Furthermore, it is necessary to develop licensed products by using the images of players and diversify products incorporating new technologies. Beyond which, it will be helpful to increase sales online and offline and offer various discounts and events to make the experience of purchasing products easier.

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관련 논문AI추천

라이센스 제품의 구매 촉진을 위한 프로 스포츠 서비스 품질과 동일시에 관한 연구박배진, 박선영한국벤처창업학회 · 벤처창업연구2016 · 제11권 제3호프로야구 라이센싱 의류제품속성이 구매만족, 팀 브랜드동일시, 소비자-팀 브랜드 관계의 질 및 팀 브랜드충성도에 미치는 영향허진, 김경춘, 김용만국민체육진흥공단 한국스포츠과학원 · 체육과학연구2010 · 제21권 제3호The Impact of Professional Sports' SNS Related Marketing Activities on the Confidence in Club and the Intention to Watch김병찬, Hwansuk Choi동북아학술저널연합 · Public Value2022 · 제7권 제1호Analyzing the Intention of Sports Consumers' Purchase Behavior Through Online Sports Distributors김기백, 김민수, 한진욱한국유통과학회 · 유통과학연구2023 · 제21권 제4호Strategic Approaches for University Financial CRISIS through Identifying the Characteristics of University Licensing Products in KOREAChoi Hwan-suk, Shin Hong-bum동북아학술저널연합 · International Journal of Crisis & Safety2018 · 제3권 제4호스포츠이벤트 서비스품질이 고객만족도, 고객충성도, 재방문에 미치는 영향지민준한국마이스관광학회 · MICE관광연구2011 · 제11권 제1호

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