Format:
1 online resource (442 pages)
Edition:
1st ed.
ISBN:
9780805848267
,
9781410610003
Content:
This is a scholarly book on Sports Marketing and a book in the Advertising and Consumer Psychology Series sponsored by the Society of Consumer Psychology
Note:
Book Cover -- Title -- Copyright -- Dedication -- Contents -- Foreword -- Preface -- List of Contributors -- I: Consumer Behavior -- 1 Exploration of Consumption and Communication Communities in Sports Marketing -- 2 Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data -- 3 "We Are Number One!" The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing -- 4 Risky Sports: Making the Leap -- II: Sports Celebrity Endorsements -- 5 The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective -- 6 The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extension -- 7 Magic Johnson and Mark McGwire: The Power of Identification With Sports Celebrities -- III: The Consequences of Sponsorship -- 8 Seven Psychological Mechanisms Through Which Sponsorship Can Influence Consumers -- 9 It's Gotta Be the Shoes: Exploring the Effects of Relationships of Nike and Reebok Sponsorship on Two College Athletic Programs -- 10 American Consumer Attitudes Toward Corporate Sponsorship of Sporting Events -- 11 Do Sport Sponsorship Announcements Influence Firm Stock Prices? -- 12 A Review of Team Identification and Its Influence on Consumers' Responses Toward Corporate Sponsors -- IV: Marketing Strategy -- 13 Teams as Brands: A Review of the Sports Licensing Concept -- 14 SportNEST: A Nested Approach to Segmenting the Sport Consumer Market -- 15 Understanding Ambush Marketing: Implications of Information Processing -- V: Social Issues and Sports Marketing -- 16 Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertising -- 17 Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canada -- 18 Social Marketing of Sport
,
19 Teenagers' Perceptions of the Influence of Advertising and Price Versus Interpersonal, Social Factors on Their Purchases of Brand Name Athletic Shoes and Clothing -- Author Index -- Subject Index
Additional Edition:
Print version Kahle, Lynn R. Sports Marketing and the Psychology of Marketing Communication Oxford : Taylor & Francis Group,c2004 ISBN 9780805848267
Language:
English
Keywords:
Electronic books
URL:
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