| Description |
xxiii, 415 p. : ill. ; 24 cm. |
| Series |
Advertising and consumer psychology
|
| Bibliography |
Includes bibliographical references and indexes. |
| Contents |
Exploration of consumption and communication communities in sports marketing / Tao Sun, Seounmi Youn, William D. Wells -- Fanatical consumption : an investigation of the behavior of sports fans through textual data / Scott W. Kelley, Kelly Tian -- "We are number one!" : the phenomenon of basking-in-reflected-glory and its implications for sports marketing / Vassilis Dalakas, Robert Madrigal, Keri L. Anderson -- Risky sports : making the leap / Aviv Shoham, Gregory M. Rose, Lynn R. Kahle -- Strategic use of celebrity athlete endorsers in print media : a historical perspective / Melinda J. Jones, David W. Schumann -- Effects of multiple product endorsements by celebrities on consumer attitudes and intentions : an extension / Ainsworth A. Bailey, Catherine A. Cole -- Magic Johnson and Mark McGwire : the power of identification with sports celebrities / Michael D. Basil, William J. Brown -- Seven psychological mechanisms through which sponsorship can influence consumers / John W. Precejus-- It's gotta be the shoes : exploring the effects of relationships of Nike and Reebok sponsorship on two college athletic programs / Jan Slater, Carla Lloyd -- American consumer attitudes toward corporate sponsorship of sporting events / Lance Kinney, Stephen R. McDaniel -- Do sport sponsorship announcements influence firm stock prices? / Lance Kinney, Gregg Bell -- Review of team identification and its influence on consumers' responses toward corporate sponsors / Robert Madrigal -- Teams as brands : a review of the sports licensing concept / Rick Burton -- SportNEST : a nested approach to segmenting the sport consumer market / Mick Jackowski, Dianne P. Gray -- Understanding ambush marketing : implications of information processing / Vassilis Dalakas, Robert Madrigal, Rick Burton -- Aggressive marketing : interrogating the use of violence in sport-related advertising / Steven J. Jackson, David J. Andrews -- Smoke and ashes : tobacco sponsorships of sports and regulatory issues in Canada / Timothy Dewhirst -- Social marketing of sport / John J. Jackson -- Teenagers' perceptions of the influence of advertising and price versus interpersonal, social factors on their purchases of brand name athletic shoes and clothing / Timothy P. Meyer, Katheryn Gettleman, Thomas R. Donohue. |
| Subject |
Sports -- Marketing.
|
|
Sports -- Psychological aspects.
|
|
Communication in marketing.
|
| Added Author |
Kahle, Lynn R.
|
|
Riley, Chris, 1958-
|
| ISBN |
0805848266 (alk. paper) |
|
9780805848267 (alk. paper) |
| Standard No. |
NLGGC 256920125 |
|
