Pukyong National University

PKNU graduate students received ‘Excellent Research Award’ at the Korean Society for Sport Management Conference

- Kim, Siye in the Department of Physical Education

Pukyong National University announced that Kim Siye, a doctoral student in the Department of Physical Education at the Graduate School, was awarded the excellent research award from the Korean Society for Sport Management (President Cho Song-hyun).

Kim is affiliated with Professor Kim Daehwan's research lab at PKNU. At the conference, held recently at the Seoul Trade Exhibition & Convention Center (SETEC) and Seoul National University, a total of 28 papers were presented by participants from institutions including PKNU, Seoul National University, Yonsei University, and Sungkyunkwan University. Among these, Kim's research received top recognition.

Kim, Siye (advisor Kim, Daehwan) presented a paper on “How and When is a Sport Team Logo Effective?: Focusing on the Mediating Effect of Dimensions in the Stereotype Content Model and the Moderating Effect of Gender and Contextual Cue”.

Specifically, Kim, Siye presented an empirical examination the effectiveness of sports team logos, such as emblems and mascots, based on stereotype content model. It evaluated how perceived warmth and competence associated with logos influence consumer attitudes toward sports teams, while analyzing the moderating role of consumer gender and contextual cue. The research was highly praised for its academic and practical viewpoints.

Meanwhile, the academic conference of the Korean Society for Sport Management featured presentations and research exchanges to explore key strategies for the sports industry in the era of AI and environmental sustainability.