A Study on the Measure of Promotion for the Sales of Sports Licensed Products to Overcome the DISASTER of Professional Sports During the COVID-19 Period: With a Focus on the Relationship Between the Professional Sports Quality of Service, Identification of Team, and the Brand Loyalty
Purpose: Recently, sports marketing has been recognized in Korea as an efficient means for strengthening the brand assets for companies, and efforts are increasingly made to develop games and licensed products as a ven-ue to maximize them. For the sports consumers, purchasing licensed products for a sports team may be a way of strengthening a mental bond with the team they support, and it is a kind of consumption behavior for the sports fans to visit the stadium and watch games in person. The purchase of licensed products from which the fans may bring profits to the club may also be said to be a consumption behavior. Therefore, the purpose of this study is to articulate and specify the effect of professional sports’ quality of service on the identification of team and the brand loyalty in the professional sports market, which is experiencing difficulties such as reductions in the number of games and reductions in the number of spectators due to the COVID-19, thereby presenting a strategic plan to promote the purchase and sales of licensed products. Method: In this study, as of 2021, among the professional sports spectators, those experienced in purchasing sports licensed products were targeted and gathered as the population, while the sampling method for 450 peo-ple was the convenience sampling, and the self-administration method. The questionnaires of 367 people were used as valid samples, excluding the data in which responses were insincere or any part of the survey contents were omitted. The data processing for this study was conducted but performing the frequency analysis, Cronbach s α coefficient calculation, factor analysis, and the correlation analysis by using the SPSS 25.0 Program, a statistical package program. The multiple regression was also used. Results: The quality of service, identification of team, and the brand loyalty were consisted of 3, 1, and 1 fac-tors, each respectively, and as for the reliability, the result quality factor turned out to be 3α=.882, environmental quality factor α=.785, interaction quality factor α=. 732, identification of team factor α=.901, and the brand loy-alty factor turned out to be α=.912. Furthermore, as a result of performing the correlation analysis, it turned out that there was a positive(+) relationship between all of the factors. In the effect of quality of service on the identi-fication of team and the brand loyalty, it turned out that the result quality factor, environmental quality factor, and the interaction factor of quality of service have the effect on the brand loyalty factor of the brand loyalty and the brand loyalty factor of the brand loyalty. Conclusion: The quality of service turned out to have an effect on the identification of team and the brand loyalty. The quality of service in principle is excellent performance in game, and to provide fans with such excellent performance, the development of excellent players is a priority. Therefore, teams seek to build a system for foster-ing excellent players and provide a springboard for improving their performance. Furthermore, it is necessary to develop licensed products by using the images of players and diversify products incorporating new technologies. Beyond which, it will be helpful to increase sales online and offline and offer various discounts and events to make the experience of purchasing products easier.
2. Research Methods