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Sports marketing and the psychology of marketing communication /
Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Mahwah, N.J. :
L. Erlbaum Associates,
2004.
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| Colección: | Advertising and consumer psychology.
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Part I Consumer Behavior
- chapter 1 Exploration of Consumption and Communication Communities in Sports Marketing / Tao Sun
- chapter 2 Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data / Scott W. Kelley
- chapter 3 "We Are Number One!" The Phenomenon of Basking-in-Re?ected-Glory and Its Implications for Sports Marketing / Vassilis Dalakas
- chapter 4 Risky Sports: Making the Leap / Aviv Shoham
- part II Sports Celebrity Endorsements
- chapter 5 The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective / Melinda J. Jones
- chapter 6 The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extension / Ainsworth A. Bailey
- chapter 7 Magic Johnson and Mark McGwire: The Power of Identi?cation With Sports Celebrities / Michael D. Basil
- part III The Consequences of Sponsorship
- chapter 8 Seven Psychological Mechanisms Through Which Sponsorship Can Influence Consumers / John W. Pracejus
- chapter 9 It's Gotta Be the Shoes: Exploring the Effects of Relationships of Nike and Reebok Sponsorship on Two College Athletic Programs / Jan Slater
- chapter 10 American Consumer Attitudes Toward Corporate Sponsorship of Sporting Events / Lance Kinney
- chapter 11 Do Sport Sponsorship Announcements In?uence Firm Stock Prices? / Lance Kinney
- chapter 12 A Review of Team Identi?cation and Its In?uence on Consumers' Responses Toward Corporate Sponsors / Robert Madrigal
- part IV Marketing Strategy
- chapter 13 Teams as Brands: A Review of the Sports Licensing Concept / Rick Burton
- chapter 14 SportNEST: ANested Approach to Segmenting the Sport Consumer Market / Mick Jackowski
- chapter 15 Understanding Ambush Marketing: Implications of Information Processing / Vassilis Dalakas
- part V Social Issues and Sports Marketing
- chapter 16 Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertising / Steven J. Jackson
- chapter 17 Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canada / Timothy Dewhirst
- chapter 18 Social Marketing of Sport / John J. Jackson
- chapter 19 Teenagers' Perceptions of the In?uence of Advertising and Price Versus Interpersonal, Social Factors on Their Purchases of Brand Name Athletic Shoes and Clothing / Timothy P. Meyer.