The Sponsorship-Marketing Effectiveness of Information Consistency between The fashion Brands and The sponsored Events

Kang, Yu-Rim; Mun-young, Kim

doi:10.7233/jksc.2016.66.2.076

Journal of the Korean Society of Costume

2016

DOI: 10.7233/jksc.2016.66.2.076

|View full text |Cite

The Sponsorship-Marketing Effectiveness of Information Consistency between The fashion Brands and The sponsored Events

Yu-Rim Kang¹,

Kim Mun-young²

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...

Citation Types

Supporting

Mentioning

Contrasting

Year Published

2016

Publication Types

Select...

Article1

Relationship

Self Cite0

Independent1

Authors

Journals

Cited by 1 publication

References 2 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

Qualitative Research on Consumption of Professional Baseball Club's Licensed Fashion Product

Son¹,

Lee²

2016

Journal of the Korean Society of Costume

View full text Add to dashboard Cite

1)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.

show abstract

Qualitative Research on Consumption of Professional Baseball Club's Licensed Fashion Product

Son¹,

Lee²

2016

Journal of the Korean Society of Costume

View full text Add to dashboard Cite

show abstract

scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.

Contact Info

customersupport@researchsolutions.com

10624 S. Eastern Ave., Ste. A-614

Henderson, NV 89052, USA

Blog Terms and Conditions API Terms Privacy Policy Contact Cookie Preferences Do Not Sell or Share My Personal Information

Made with 💙 for researchers

Part of the Research Solutions Family.

The Sponsorship-Marketing Effectiveness of Information Consistency between The fashion Brands and The sponsored Events

Cited by 1 publication

References 2 publications

Qualitative Research on Consumption of Professional Baseball Club's Licensed Fashion Product

Qualitative Research on Consumption of Professional Baseball Club's Licensed Fashion Product

Contact Info

Product

Resources

About