Consumer Behavior Knowledge for Effective Sports and Event Marketing

ISBN-13: 9780415873581 / Angielski / Miękka / 2010 / 348 str.

Opis

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.

Spis treści

Foreword: Consumers: Alpha and Omega of Marketing S.A. Greyser  Introduction: Study of Sports Consumer Behavior J. King, L. R. Kahle and A. Close   Part 1: Influencing Behaviors and Society in Sports  A Framework for Measuring the Contributions of Sport to Society: Actors, Activities and Outcomes S. P. Lee and T. B. Cornwell  The Psychology of Fandom: Understanding the Etiology, Motives, and Implications of Fanship E.R. Hirt and J.J. Clarkson  Spectator Rage: An Overview S. Jones, S. J. Grove and G. M. Pickett  Sport Related Subculture as a Useful Basis of Market Segmentation: Insights for Ski Area Managers D. L. Scammon, D. A. Fuller, K. Karniouchina and T. Masters  Part 2: Building Relationships with Consumers Through Sports  The Impact of Corporate Social Responsibility on NBA Fan Relationships: A Conceptual Framework P.A. Kennett-Hensel, R. Lacey and M. Biggers  And a Child Athlete Will Save Us: Marketing Psychosocial and Physical Benefits of Sport to Children, Adolescents, Coaches and Parents S. J. Andrews  The Motivations Associated with Attendance and Participation in an Amateur Sporting Event L. H. V. Kurpis and C. S. Bozman  Hospitality: A Key Sponsorship Service in Sports Marketing R. Burton, J. Tripoldi, S. Owen and L. R. Kahle  Part 3: Providing Service to Consumers Through Sports and Event Sponsorship  Assessing the Existential Validity of the Bowl Championship Series Rankings T. J. Reynolds  Service Quality Perceived by Fans at Professional Sporting Events F. Riedmueller  Event Marketing and Sponsorship: Lessons Learned from the Tour De Georgia Cycling Races R. Z. Finney, R. Lacey and A. G. Close  

O autorze

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.