- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS
스포츠 용품 유통기업은 어떻게 지속가능한 성공을 이룰 수 있는가? : 스포츠 브랜드 진정성 개념
How can Sporting Goods Retailers Achieve Sustainable Success? : Concept of Sport Brand Authenticity
송상연 (Dongduk Women's University)
- 다운로드 수
- 조회수
Abstract
Purpose - As society continues to develop and the economy grows, consumer participation in sports activities and consumption of sports-related goods are steadily increasing. Nowadays, Spyder, the sporting goods company has achieved great success in the Korean market. In the launching, Spyder tried to communicate the sport authentic brand value to consumers as successful sporting goods brands did. The purpose of this study is to identify the key factors influencing the successful branding strategies of sporting goods retailers. In the process of value trading to the consumer, the concept of authenticity which includes 'originality', 'truth' and 'genuine' is considered as one of the most important factor for branding. This study tries to define the brand authenticity in sporting goods retailer and to develop measurement scale. This study suggests a new paradigm for sports brand research and implications for management of domestic sporting goods retailer that is losing the direction to develop brand value. Research design, data, and methodology - This research consists of two parts of study. The first study is a qualitative research to define sport brand authenticity and measuring items through expert interviews. The second study is the development of scales to the authenticity. And reliability and validity of the scales are verified by quantitative methods. A total of 500 respondents were surveyed and the statistical tests were conducted by dividing two groups. Results - This study defines the authenticity of sports brand which is divided into four dimensions; behavioral authenticity, performance authenticity, spiritual authenticity and virtuous authenticity. And this newly defined four dimensions measurement tool is proved statistically in this study in terms of reliability and validity. Conclusions - For the success of sporting goods retailers, it is important to understand the value of sport and to communicate it with customers effectively. This study suggests a tool for sport brand authenticity and also significant implications for brand strategies. In addition, every entity which is related with sport can apply the measurement scale of this study to understand their position and find direction in terms of authentic sport value.
- keywords
- Sporting Goods Retailer, Sport Brand Authenticity, Performance Authenticity, Spiritual Authenticity, Virtuous Authenticity
참고문헌
Alexander, N. (2009). Brand Authentication: Creating and maintaining brand auras. European Journal of Marketing, 43(3/4), 551-562.
Beverland, M. B. (2005). Brand management and the challenge of authenticity. Journal of Product &Brand Management, 14(7), 460-461.
Beverland, M. B., Lindgreen, A., & Vink, M. W. (2008). Projecting Authenticity through Advertising. Journal of Advertising, 37(1), 5-15
Brown, S., Kozinets, R., & Sherry, J. (2003). Teaching old brands new tricks: Retro branding and the revival of brand meaning. Journal of Marketing, 67, July, 19-23.
Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (2012). Brand authenticity: Towards a deeper understanding of its conceptualization and measurement. Advances in Consumer Research, 40, 567-576.
Choi, H., Ko, E., Kim, E. Y., & Mattila, P. (2015). The role of fashion brand authenticity in product management: A holistic marketing approach. Journal of Product Innovation Management, 32(2), 233-242.
Cohen, E. (1988). Authenticity and commoditization in tourism. Annals of tourism research, 15(3), 371-386.
Downward, P., & Rasciute, S. (2011). Does sport make you happy? An analysis of the well‐being derived from sports participation. International Review of Applied Economics, 25(3), 331-348.
Frederick, C. M., & Ryan, R. M. (1993). Differences in motivation for sport and exercise and their relations with participation and mental health. Journal of sport behavior, 16(3), 124.
Gilmore, J. H., & Pine, J. B. (2007). What Consumers Really Want: Authenticity. Boston, MA: Harvard Business School Press.
Huang, H., & Humphreys, B. R. (2012). Sports participation and happiness: Evidence from US microdata. Journal of Economic Psychology, 33(4), 776-793.
Jensen, R. (1999). The Dream Society: How the Coming Shift from Information to Imagination will Transform your Business. New York: McGraw-Hill.
Kang, J. H. (2002). Understand of Sport Industry. Sasang, 53, 142-163.
Keating, J. W. (1964). Sportsmanship as a moral category. Ethics, 75(1), 25-35.
Kim, E. H., & Kim, M. J. (2011). The effect of distributor private brand product type on consumer attitude. The East Asian Journal of Business Management, 1(1), 13-20.
Kim, J. J., Eom, T. K., Kim, S. W., & Youn, M. K. (2015). Effects of Ethical Management on Job Satisfaction and Turnover in the South Korean Service Industry. The International Journal of Industrial Distribution & Business, 6(1), 17-26.
Kim, S. H., Park, H. J., & Lee, E. Y. (2014). Brand attributes related to consumer perception of brand authenticity. Journal of the Korea Contents Association, 14(11), 398-410.
Leigh, T. W., Peters, C., & Shelton, J. (2006). The consumer quest for authenticity: The multiplicity of meanings within the MG subculture of consumption. Journal of the Academy of Marketing Science, 34, 481-493.
Morhart, F., Malär, L., Guèvremont, A., Girardin, F., & Grohmann, B. (2015). Brand authenticity: An integrative framework and measurement scale. Journal of Consumer Psychology, 25(2), 200-218.
Napoli, J., Dickinson, S. J., Beverland, M. B., & Farrelly, F. (2014). Measuring consumer-based brand authenticity. Journal of Business Research, 67(6), 1090-1098.
Park, S. H., & Kim, Y. K. (2014). A Study on the Development of Scale for Measuring Brand Authenticity. Korea Advertising Public Relations Scholarship, 16(2), 46-86.
Pine II, B. J., & Gilmore, J. H. (1999). The Experience Economy. Boston: Harvard Business School Press.
Salome, L. (2010). Constructing authenticity in contemporary consumer culture: The case of lifestyle sports. European Journal for Sport and Society, 7(1), 69-87.
Seo, S. W., & Lee, Y. R. (2013). A Study on the Internal Structure of Fashion Brand Authenticity and Quantitative Study on the Effects on Brand Attachment, Commitment, and Loyalty. Costume, 63(7), 148-163.
Sewart, J. J. (1987). The commodification of sport. International Review for Sociology of Sport, 22(3), 171-190.
Song, S. Y. (2016). The Effect of Airline Brand Authenticity: Focus on the Difference of LCC from FSC. Journal of Distribution Science, 14(5), 115-123.
Su, S., Jeong, Y. J., Choi, J. Y., & Kim, S. W. (2015). Effects of Ethical Management of Retail Enterprises in Korea on Corporate Image and Purchase Intention. The East Asian Journal of Business Management, 5(1), 27-35.
Suh, Y. G., Yoo, H. S., & Kim, H. R. (2014). A Study on the Influence on Brand Attachment and Loyalty of Cosmetic Brand Authenticity. Korea Distribution Association, 19(2), 87-111.
Zeigler, E. F. (1976). In sport, as in all of life, man should be comprehensible to man. Journal of the Philosophy of Sport, 3(1), 121-126.
- 다운로드 수
- 조회수
- 0KCI 피인용수
- 0WOS 피인용수