Browsing by Author "Shin, Hongbum"

Now showing 1 - 6 of 6
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    A Brand Loyalty Model Utilitizing Team Identification and Customer Satisfaction in the Licensed Sports Product Industry
    (2010) Lee, Soonhwan; Shin, Hongbum; Park, Jung-Jun; Kwon, Oh-Ryun
    The purpose of this study was to investigate the relationship among the attitudinal brand loyalty variables (i.e., cognitive, affective, and conative components), team identification, and customer satisfaction by developing a structural equation model, based on Oliver's (1997) attitudinal brand loyalty model. The results of this study confirmed the study of brand loyalty stages by Oliver (1997) involving development of a brand loyalty process. Results supported the finding that consumers' strong beliefs about brand quality have increased the degree of "liking". In turn, results indicate a positive intention or commitment to repurchase a particular item. Therefore, this study emphasizes the importance of measuring attitudinal brand loyalty to identify attitudinal brand loyal customers and better understand their repurchasing intentions in the sports licensed product industry. Furthermore, this study showed the significant mediating effect of cognitive and affective brand loyalty in the relationship between customer satisfaction and conative brand loyalty.
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    Exploring visiting friends & relatives’ (VFRs) image fit between Indy and the Indy 500
    (JPES, 2021-06) Wang, Suosheng; Lee, Soonhwan; Shin, Hongbum; Tourism, Conventions, and Event Management, School of Health and Human Sciences
    Although sport and tourism researchers have become increasingly interested in studying the relationship between sport events and tourism destinations, yet not much research has been conducted to examine the similarities and dissimilarities between destination images and sport event images as well as their interrelationship. This study empirically explored the image fit between Indianapolis (Indy) as a leisure travel destination and the Indy 500 as a well-known sport event perceived by Indy’s visiting friends and relatives (VFRs). A cross-sectional questionnaire was designed consisting of four parts: 1) the cognitive image of Indy and the intent to revisit and recommend Indy as a leisure travel destination, 2) the cognitive image of the Indy 500 and the intent to revisit and recommend the Indy 500, 3) the affective image of Indy and the Indy 500 respectively using bipolar items, 4) information about respondents’ demographic characteristics and their previous visits to Indy and the Indy 500. A self-administered survey was conducted online via Qualtrics and collected with 548 usable data. According to the results of this study, the Indy 500’s cognitive image variables are more favorably perceived than Indy by the VFRs indicating the Indy 500 is more popular than the city itself as perceived by the VFRs. Indy’s tourism organizations should take advantage of the popularity of the Indy 500 when promoting the city to VFRs. All the top rated and the important cognitive image attributes are found to be related to Indy’s sports and events, which further highlights the importance of positioning Indy as a sport and event city in tourism marketing; innovative marketing strategies are needed to create a more successful image of “sport and event city” in the VFR market segment. One marketing implication of the findings is that tourism and event organizations and marketers should allocate more marketing resources and promotional efforts to the VFRs who have already visited Indy and the Indy 500 as these are the people who tend to be more active in recommending and promoting Indy and the Indy 500 to their friends. The method of quantifying image fit may not be fully adequate between sport events and destinations in this study, but the image fit approach should be recommended and applied as a supplemental tool in assessing the synergy of the attractiveness of both the destination and the sport event.
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    How does sport-related mobile apps usage motivation affect consumer perceptions of the sport organizations?
    (2019) Lee, Soonhwan; Kim, Seungmo; Shin, Hongbum; Wang, Suosheng; Tourism, Conventions, and Event Management, School of Physical Education and Tourism Management
    The current study was to examine the relationship how the usage motivation features (i.e., perceived customization, involvement, and liking) of sport related mobile applications(apps) affect users' perception on sport organizations' reputation which were modified from the previous research (Guillory & Sundar, 2014). Results indicate that all the three usage motivation factors of sport related mobile apps positively influenced perceived sport organizations' reputation. Specifically, the results revealed that the higher level of customization of the mobile apps, the more positive apps users' perception of sport organization reputation. The current study could provide the implications that understanding the usage motivation factors of sport related mobile apps is crucial to foster a positive relationship between the public and sport organizations. Thus, understanding what motivation factors drives sport consumers to use of sport related mobile apps is one of the keys to successful mobile apps marketing in sport business and need to be further studied.
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    How mass media frames the mega sporting event:the case of the 17th Incheon Asian Games 2014
    (2016) Shin, Hongbum; Lee, Soonhwan; Lee, Seungbum; Department of Tourism, Conventions and Event Management, School of Physical Education and Tourism Management
    The study examined how newspaper articles have framed the 17th Incheon Asian Games 2014, in regard to the different issues covered, sources cited, positive and/or negative externalities frames, and the relationship between issues and sources. A total of 625 Korean nationwide and local newspaper articles covering the Asian Games during the 9-year period between April 7, 2005 and September 18, 2014 was analyzed in terms of three aspects of framing: (1) the types of issues highlighted, (2) the sources of information cited, and (3) the ways in which either possibilities of positive or negative externalities depiction were used. The results of the current study reveal that "political issues" (e.g., administrative and/or political conflict among central government, host city, and local residents, participation of North Korea national team) except "factual information of the event" (e.g., schedules, results, athlete performance, history) were the most commonly highlighted, "administrators" who are the government agencies preparing the Asian Games were the most frequently cited sources of information and the frame of "negative externalities" was more employed than the frame of "positive externalities" in newspapers of the Asian Games. This study regarding media coverage of the mega sporting event identifies how mass media agencies influence their target audience using framing theory and especially provide extensive analysis of media coverage of the Asian Games to date, which could serve as a groundwork for further studies of media framing theory.
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    Identifying Sociological Motivation of Hispanic/LatinoSport Consumers Attending Sporting Events
    (2010) Lee, Soonhwan; Shin, Hongbum; Shinchi, Takahiro
    While Hispanic/Latino's population and purchasing power has been rapidly growing and they are expected to have the potential to be massive sport customers in the future (McCarthy, 1998; Humphreys, 2006), there are little information reported to identify motivation of Hispanic/Latino sport consumers' attending sporting events. This study was aimed to identify sociological motivation of Hispanic/Latino sport consumers by using modified existing motivation scales (i.e., SFMS by Wann, Brewer, & Royalty, 1999; SAM by Zhang, Pease, Lam, Bellerive, Pham, Williamson, Lee, and Wall, 2001). The findings of this study revealed Hispanic/Latino's demographic characteristics and particular sociological motivations for attending sporting events. This study also indicated several implications focusing on Hispanics/Latinos as potential future sport customers.
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    The Impacts of the Winter Olympic Games on SPORT Tourism: A Systematic Review
    (Kyobo Book Centre, 2021-03-31) Bai, Xuefeng; Shin, Hongbum; Lee, Soonhwan; Tourism, Conventions, and Event Management, School of Health and Human Sciences