Consumer Behavior Knowledge for Effective Sports and Event Marketing.

ISBN:

9780203844113

Title:

Author:

Kahle, Lynn R.

Personal Author:

Kahle, Lynn R.

Edition:

1st ed.

Physical Description:

1 online resource (349 pages)

Contents:

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.

Local Note:

Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2019. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.

Subject Term:

Consumer behavior.;Sports -- Marketing.;Special events -- Marketing.;Communication in marketing.

Added Author:

Close, Angeline G.

Format:

Electronic Resources

Electronic Access:

Click here to view book

Publication Date:

2010

Publication Information:

London :

Routledge,

2010.

Available:*

Shelf Number	Material Type	Copy	Shelf Location	Status
796.0698	1:E-BOOK	1	1:ON-DEMAND	Searching... Unknown

Bound With These Titles

On Order

Summary

The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.

Author Notes

Angeline G. Close (PhD, University of Georgia) researches, teaches, and serves the marketing community. Her expertise is in event marketing--namely how consumers' experiences at sponsored events influence attitudes and consumer behavior. Current studies explore engaging consumers with events, uncovering drivers of effective event sponsorships, how entertainment impacts affect towards events/purchase intention towards sponsors, and why consumers may resist events. Synergistically, she studies consumers'　experiences with electronic marketplaces--consumers' online experiences, and how they interplay with onground events. Her research ties theory with implications for consumers, society, or consumer-focused business practice. She has contributed peer-reviewed studies in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among other articles and book chapters.　

Lynn R. Kahle (Ph.D. Nebraska, post-doc Michigan) holds the Ehrman Giustina Professorship (endowed, tenured chair) in Marketing and has been the Department Chair in the Department of Marketing at the University of Oregon, USA.　 He has been on the faculty in the Lundquist College of Business since 1983.　 As Department Chair he was instrumental in founding the highly regarded James H. Warsaw Sports Marketing Center. He served as the founding Director of the Center, which Sports Illustrated described as the "best sports management school." (Oct. 7, 2002).　 He has chaired his University's Intercollegiate Athletic Committee and has been active in civic affairs as well, serving among other things as the head of the City of Eugene Human Rights Program.