Sport Consumer Behaviour: Marketing Strategies

ISBN-13: 9780367552435 / Angielski / Miękka / 2022 / 352 str.

Daniel C. Funk; Kostas Alexandris; Heath McDonald

Opis

Now in a fully revised and updated second edition, this textbook offers a complete introduction to consumer behaviour in sport and recreation. Combining theory and cutting-edge research with practical guidance and advice, it helps students and industry professionals become more effective practitioners.

Spis treści

Part 1: The Sport Consumer Marketplace,  1. Introduction to Sport Consumer Behaviour,  2. The Sport Product and Empirical Generalizations,  3. Sport Consumer Research and Segmentation,  4. Sport Consumer Brand Management,  Part 2: Sport Consumers as Decision-Makers,  5. Sport Consumer Decision-Making,  6. A Psychological Model of Sport Consumption and Decisions,  Part 3: Sport Consumers as Individuals,  7. Sport Consumer Motivation,  8. Sport Consumer Involvement,  9. Constraints in Sport Engagement,  10. Sport Consumer Attitudes,  11. Sport Team Identification,  12. Perceptions of Service Quality and Customer Satisfaction,  13. Personality and Sport Consumers,  Part 4: Sport Consumers in their Social World,  14. Influence of the Socio-Cultural Environment,  15. Technology and Sport Consumer Experiences by Heather Kennedy