Book Cover -- Title -- Copyright -- Contents -- Foreword: "Consumers: Alpha and omega of Marketing" -- Preface -- About the Editors -- About the Contributors -- 1 Introduction: The Study of Sports and Events Consumer Behavior -- Section I: Influencing Behaviors in Society and Sports -- 2 A Framework for Measuring the Contributions of Sport to Society: Actors, Activities, and Outcomes -- 3 The Psychology of Fandom Understanding the Etiology, Motives, and Implications of Fanship -- 4 Spectator Rage: An Overview -- Section II: Building Relationships With Consumers Through Sports -- 5 Sport-Related Subculture as a Useful Basis of Market Segmentation: Insights for Ski Area Managers -- 6 The Impact of Corporate Social Responsibility on NBA Fan Relationships: A Conceptual Framework -- 7 And a Child Athlete Will Save Us: Marketing Psychosocial and Physical Benefits of Sport to Children, Adolescents, Coaches, and Parents -- 8 The Motivations Associated With Attendance and Participation in an Amateur Sporting Event -- Section III: Providing Service to Consumers Through Sports and Event Sponsorship -- 9 Hospitality: A Key Sponsorship Service in Sports Marketing -- 10 Assessing the Existential Validity of the Bowl Championship Series Rankings -- 11 Service Quality Perceived by Fans at Professional Sporting Events -- 12 Event Marketing and Sponsorship: Lessons Learned From the Tour de Georgia Cycling Races -- Author Index -- Subject Index.