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.
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.
Contents: L. Chalip Foreword. L.R. Kahle C. Riley Preface. Part I: Consumer Behavior.T. Sun S. Youn W.D. Wells Exploration of Consumption and Communication Communities in Sports Marketing. S.W. Kelley K. Tian Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data. V. Dalakas R. Madrigal K.L. Anderson "We are Number One!" The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing. A. Shoham G.M. Rose L.R. Kahle Risky Sports: Making the Leap. Part II:Sports Celebrity Endorsements.M.J. Jones D.W. Schumann The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective. A.A. Bailey C.A. Cole The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extension. M.D. Basil W.J. Brown Magic Johnson and Mark McGwire: The Power of Indentification With Sports Celebrities. Part III: The Consequences of Sponsorship.J.W. Pracejus Seven Psychological Mechanisms Through Which Sponsorship can Influence Consumers. J. Slater C. Lloyd It's Gotta be the Shoes: Exploring the Effects of Relationships of Nike and Reebok Sponsorship on Two College Athletic Programs. L. Kinney S.R. McDaniel American Consumer Attitudes Toward Corporate Sponsorship of Sporting Events. L. Kinney G. Bell Do Sport Sponsorship Announcements Influence Firm Stock Prices? R. Madrigal A Review of Team Identification and Its Influence on Consumers' Responses Toward Corporate Sponsors. Part IV:Marketing Strategy.R. Burton Teams as Brands: A Review of the Sports Licensing Concept. M. Jackowski D.P. Gray SportNEST: A Nested Approach to Segmenting the Sport Consumer Market. V. Dalakas R. Madrigal R. Burton Understanding Ambush Marketing: Implications of Information Processing. Part V:Social Issues and Sports Marketing.S.J. Jackson D.L. Andrews Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertising. T. Dewhirst Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canada. J.J. Jackson Social Marketing of Sport. T.P. Meyer K. Gettleman T.R. Donahue Teenager's Perceptions of the Influence of Advertising and Price Versus Interpersonal Social Factors on Their Purchases of Brand Name Athletic Shoes and Clothing.
Contents: L. Chalip Foreword. L.R. Kahle C. Riley Preface. Part I: Consumer Behavior.T. Sun S. Youn W.D. Wells Exploration of Consumption and Communication Communities in Sports Marketing. S.W. Kelley K. Tian Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data. V. Dalakas R. Madrigal K.L. Anderson "We are Number One!" The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing. A. Shoham G.M. Rose L.R. Kahle Risky Sports: Making the Leap. Part II:Sports Celebrity Endorsements.M.J. Jones D.W. Schumann The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective. A.A. Bailey C.A. Cole The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extension. M.D. Basil W.J. Brown Magic Johnson and Mark McGwire: The Power of Indentification With Sports Celebrities. Part III: The Consequences of Sponsorship.J.W. Pracejus Seven Psychological Mechanisms Through Which Sponsorship can Influence Consumers. J. Slater C. Lloyd It's Gotta be the Shoes: Exploring the Effects of Relationships of Nike and Reebok Sponsorship on Two College Athletic Programs. L. Kinney S.R. McDaniel American Consumer Attitudes Toward Corporate Sponsorship of Sporting Events. L. Kinney G. Bell Do Sport Sponsorship Announcements Influence Firm Stock Prices? R. Madrigal A Review of Team Identification and Its Influence on Consumers' Responses Toward Corporate Sponsors. Part IV:Marketing Strategy.R. Burton Teams as Brands: A Review of the Sports Licensing Concept. M. Jackowski D.P. Gray SportNEST: A Nested Approach to Segmenting the Sport Consumer Market. V. Dalakas R. Madrigal R. Burton Understanding Ambush Marketing: Implications of Information Processing. Part V:Social Issues and Sports Marketing.S.J. Jackson D.L. Andrews Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertising. T. Dewhirst Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canada. J.J. Jackson Social Marketing of Sport. T.P. Meyer K. Gettleman T.R. Donahue Teenager's Perceptions of the Influence of Advertising and Price Versus Interpersonal Social Factors on Their Purchases of Brand Name Athletic Shoes and Clothing.
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