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Despite the efforts of academia on exploring the merits of creating shared value, prior relevant literature seems to have a limitation that overlooks the environmental contribution suggested as a crucial component of creating shared value program by Porter and Kramer. More importantly, since most of the existing creating shared value-related studies have focused on firms in the general marketing field, there is a lack of research on the efficacy of creating shared value programs that are implemented by sporting goods companies. Thus, the objective of the present study was to examine the influence of consumers’ perceived creating shared value activities of sporting goods firm on brand image and customer loyalty in the context of the Korean sporting goods market. A total of 187 Korean sport consumers participated in the present study. Results indicated that sporting goods consumers’ perceived economic, social, and environmental values had significant impacts on brand image and, in turn, brand image positively affected customer loyalty. Consequently, the current study’s findings provide sporting goods firms with practical implications for launching creating shared value programs.
Sang-Soo Kim; Woo-Yeul Baek; Kevin Byon; Sung-Bum Ju. Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market. Sustainability 2021, 13, 7031 .
AMA StyleSang-Soo Kim, Woo-Yeul Baek, Kevin Byon, Sung-Bum Ju. Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market. Sustainability. 2021; 13 (13):7031.
Chicago/Turabian StyleSang-Soo Kim; Woo-Yeul Baek; Kevin Byon; Sung-Bum Ju. 2021. "Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market." Sustainability 13, no. 13: 7031.
Critics argue that service firms should pay more attention to human resource management’s psychological and voluntary aspects to contribute to overall organizational development. The purpose of this study was to investigate the effects of physical self-efficacy on the psychological well-being and organizational citizenship behavior among hotel employees and the moderating effects of leisure-time physical activity on the relationships between the previously mentioned variables. To achieve the research purpose, 346 hotel employees working at the room, food, beverage, and kitchen departments of 10 hotels located in Seoul, South Korea, participated in the study. The researchers visited their department meetings and provided a brief description of the present study and informed consent forms to participate in the study. After obtaining written informed consent forms, the researchers distributed the surveys and asked participants to complete them. Several statistical analyses, including descriptive statistics, confirmatory factor analysis (CFA) for examining the hypothesized model’s psychometric properties, and structural equation modeling (SEM) for testing the hypotheses were conducted using SPSS Ver. 23.0 and AMOS 23.0. Results revealed that perceived physical ability and self-presentation confidence, and psychological well-being positively affected organizational citizenship behavior. Perceived physical ability also had a positive effect on psychological well-being. Lastly, leisure-time physical activity had a partial moderating role in the relationships between the variables mentioned above. This study suggests that promoting employees’ participation in leisure-time physical activity is needed to improve service workers’ organizational citizenship behavior via physical self-efficacy and psychological well-being enhancement.
Ji-Hoon Kang; Yun-Ho Ji; Woo-Yeul Baek; Kevin K. Byon. Structural Relationship among Physical Self-Efficacy, Psychological Well-Being, and Organizational Citizenship Behavior among Hotel Employees: Moderating Effects of Leisure-Time Physical Activity. International Journal of Environmental Research and Public Health 2020, 17, 8856 .
AMA StyleJi-Hoon Kang, Yun-Ho Ji, Woo-Yeul Baek, Kevin K. Byon. Structural Relationship among Physical Self-Efficacy, Psychological Well-Being, and Organizational Citizenship Behavior among Hotel Employees: Moderating Effects of Leisure-Time Physical Activity. International Journal of Environmental Research and Public Health. 2020; 17 (23):8856.
Chicago/Turabian StyleJi-Hoon Kang; Yun-Ho Ji; Woo-Yeul Baek; Kevin K. Byon. 2020. "Structural Relationship among Physical Self-Efficacy, Psychological Well-Being, and Organizational Citizenship Behavior among Hotel Employees: Moderating Effects of Leisure-Time Physical Activity." International Journal of Environmental Research and Public Health 17, no. 23: 8856.
Creating shared value has been a new strategic management paradigm for professional sport teams around the world. However, despite the active participation of professional sport teams in creating a shared value program, research that addresses its effectiveness appears to be very limited. The present study investigates the influence of sport fans’ perceived creating shared value on team trust and fan loyalty and the moderating effects of sport fans’ altruism on the relationship between creating shared value and team trust in the Korean professional volleyball league. A total of 198 Korean volleyball fans participated in the present study. Results revealed that sport fans’ perceived economic and social values had significant impacts on team trust and, in turn, team trust significantly affected fan loyalty. However, the moderating effect of sport fans’ altruism was not found on the relationships between creating shared value and team trust. Consequently, the present study’s findings may provide professional sport teams’ marketers with the rationale as to the effectiveness of launching creating shared value programs.
Sang-Soo Kim; Woo-Yeul Baek; Kevin Byon; Sung-Bum Ju. Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team. Sustainability 2020, 12, 7625 .
AMA StyleSang-Soo Kim, Woo-Yeul Baek, Kevin Byon, Sung-Bum Ju. Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team. Sustainability. 2020; 12 (18):7625.
Chicago/Turabian StyleSang-Soo Kim; Woo-Yeul Baek; Kevin Byon; Sung-Bum Ju. 2020. "Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team." Sustainability 12, no. 18: 7625.
Cause-related marketing (CRM) has been a crucial concept of sport marketing literature in the professional sport context. However, there is little evidence available to address the effectiveness of CRM when the levels of sport fans’ embedded psychological characteristics helping others are considered. The present study aimed to investigate the influence of sport fans’ perceived CRM motive of a sport team on fan attitude and purchase intention for the team-licensed products, and the moderating effects of sport fans’ altruism on the relationships among these variables in the context of the Korean professional baseball league. A total of 164 Korean baseball fans participated in the present study. Results revealed that sport fans’ perceived CRM motive significantly affected fan attitude and purchase intention for the team-licensed products, and fan attitude also had a significant impact on purchase intention. Moreover, sport fans’ altruism had significant moderating effects on the relationships between perceived CRM motive and purchase intention, as well as team attitude and purchase intention for the team-licensed products. Consequently, the present study might demonstrate that professional sport fans with high altruism are more likely than fans with low altruism to evaluate the motive of a team’s CRM campaign as cause-oriented and show their support for the campaign.
Woo-Yeul Baek; Hyun-Seok Song; Doo-Han Kim; Kevin K. Byon. Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism. Sustainability 2020, 12, 3183 .
AMA StyleWoo-Yeul Baek, Hyun-Seok Song, Doo-Han Kim, Kevin K. Byon. Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism. Sustainability. 2020; 12 (8):3183.
Chicago/Turabian StyleWoo-Yeul Baek; Hyun-Seok Song; Doo-Han Kim; Kevin K. Byon. 2020. "Cause-Related Marketing and Purchase Intention toward Team-Licensed Products: Moderating Effects of Sport Consumers’ Altruism." Sustainability 12, no. 8: 3183.
The purpose of the present study is to investigate the relationships among brand globalness, perceived values (i.e., functional, emotional, social, and altruistic values), and customer loyalty in the context of Korean professional golf tournaments. Data were collected from spectators (n = 198) of two golf tournaments organized by the Ladies Professional Golf Association (LPGA). The results showed that golf course brand globalness positively influenced perceived value (i.e., functional, emotional, social, and altruistic). Perceived value (i.e., functional, emotional, and social) was found to be related to customer loyalty. We also found a mediating effect of perceived value (i.e., functional, emotional, and social) on the relationship between golf course brand globalness and customer loyalty. Theoretical and managerial implications along with suggestions for future research are discussed.
Woo-Yeul Baek; Kyungyeol (Anthony) Kim; Doo-Han Kim; Kevin K. Byon. The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values. Sustainability 2020, 12, 978 .
AMA StyleWoo-Yeul Baek, Kyungyeol (Anthony) Kim, Doo-Han Kim, Kevin K. Byon. The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values. Sustainability. 2020; 12 (3):978.
Chicago/Turabian StyleWoo-Yeul Baek; Kyungyeol (Anthony) Kim; Doo-Han Kim; Kevin K. Byon. 2020. "The Impacts of the Perceived Golf Course Brand Globalness on Customer Loyalty through Multidimensional Perceived Values." Sustainability 12, no. 3: 978.
Scholarly interest in social interaction has led to a consensus that the desire to engage in a high level of interpersonal interactions with other consumers is one of the major motives for attending sporting events. While prior studies have focused on social interaction as a motivational factor, there is a lack of research that explores consumers’ experience of interaction during sporting events. The purpose of the study is to identify and test antecedents and consequences of consumer-to-consumer (CCI) interaction in professional golf events. Using a systematic sampling method, a total of 281 golf attendees were surveyed from three Korean Ladies Professional Golf Association (KLPGA) events. Structural equation modeling was conducted, and the findings supported (a) the full mediating effects of excitement between sport service environments (i.e., other consumers’ passion and aesthetic scenery) and consumer citizenship behaviors and (b) the partial mediating effects of CCI between excitement and consumer citizenship behaviors.
Kyungyeol (Anthony) Kim; Kevin K. Byon; Wooyeul Baek; Antonio S. Williams. Examining structural relationships among sport service environments, excitement, consumer-to-consumer interaction, and consumer citizenship behaviors. International Journal of Hospitality Management 2018, 82, 318 -325.
AMA StyleKyungyeol (Anthony) Kim, Kevin K. Byon, Wooyeul Baek, Antonio S. Williams. Examining structural relationships among sport service environments, excitement, consumer-to-consumer interaction, and consumer citizenship behaviors. International Journal of Hospitality Management. 2018; 82 ():318-325.
Chicago/Turabian StyleKyungyeol (Anthony) Kim; Kevin K. Byon; Wooyeul Baek; Antonio S. Williams. 2018. "Examining structural relationships among sport service environments, excitement, consumer-to-consumer interaction, and consumer citizenship behaviors." International Journal of Hospitality Management 82, no. : 318-325.