The Effect of IMC Activities of Professional Baseball Teams through ESG Management on Perceived Value and Team Image

Lee, Lee; Ji, He; Ko, Se-Jin; Park, Jung-Jin

doi:10.35159/kjss.2023.04.32.2.483

Cited by 3 publications

(1 citation statement)

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“…In the Korean academic sphere as well, ESG management in sports organizations has been a topic of ongoing discussion since 2021, albeit in relatively small numbers. As of January 2024, nine studies (based on the Korean Citation Index) have been reported, categorizing the topics into marketing strategies [24][25][26][27], organizational management [28][29][30], and the development of evaluation indicators and scales [31,32]. Previous studies have mainly focused on empirical analysis and hypothesis testing, particularly centered around professional sports clubs and sports (public) organizations.…”

Section: Related Workmentioning

confidence: 99%

Conceptualization of ESG Management Values of Professional Sports Clubs: From Consumers’ Perspective

Myung

2024

Preprint

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Discussions and practices on sustainability are actively underway around the world. In this social context, this study conceptualized ESG management values focused on sports organizations, especially professional sports clubs in Korea. Utilizing Q Methodology, suitable for research on individual's subjectivity, we explored ESG management values accepted by consumers of Korean professional sports. As a result, the ESG management values were confirmed as follows: ‘Type I: Trust-Management Emphasis,’ ‘Type II: Local-Community Emphasis,’ and ‘Type III: Safety-Respect Culture Emphasis.’ While each of the three types accepted governance, social responsibility, safety, and respect culture as their main values, they tended to deny environment-related values. Accordingly, this study provided two discussions: ‘Professional sports consumers’ low awareness of the environment’ and ‘Reinterpretation of environmental values among the ESG management values of professional sports clubs’. In conclusion, the three types are significant in that (1) they well reflect the social and cultural context of Korean professional sports and consumers' perceptions, and (2) they provide a new perspective on the ESG management value of professional sports teams.

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