프로야구구단의 라이선싱 패션제품 소비에 대한 질적 연구Qualitative Research on Consumption of Professional Baseball Club’s Licensed Fashion Product
- Other Titles
- Qualitative Research on Consumption of Professional Baseball Club’s Licensed Fashion Product
- Authors
- 손성이; 이윤정
- Issue Date
- 2016
- Publisher
- 한국복식학회
- Keywords
- consumption rituals; grounded theory; sports-licensed fashion products; sports marketing; 소비의례; 근거이론; 스포츠 라이선싱 패션제품; 스포츠 마케팅
- Citation
- 복식, v.66, no.4, pp.18 - 31
- Indexed
- KCI
- Journal Title
- 복식
- Volume
- 66
- Number
- 4
- Start Page
- 18
- End Page
- 31
- URI
- https://scholar.korea.ac.kr/handle/2021.sw.korea/90586
- ISSN
- 1229-6880
- Abstract
- This study examined the consumption of licensed sports fashion products by sports fans in order to provide useful information to apparel companies that are interested in sports sponsorship marketing. Grounded theory approach was adopted to explore consumers’ attitude toward the sponsoring companies, and motives of buying licensed fashion products. In-depth interviews were conducted with female fans of professional baseball clubs. The main phenomena of interest was consumer purchase of licensed fashion product, with the emphasis on cultural consumption as a causal condition. Providing support for victory, vicarious consumption, social identification, and needs to differentiate were identified as strategies related to licensed product purchase. Economic situations and limitations to purchase are identified as the mediating conditions. The study identified the effects of the consumption on the fan as well as the sponsoring companies as consequences of the phenomena. Sports marketing strategies were suggested for apparel companies based on the analysis of the consumption rituals for licensed fashion goods.
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