Alors qu'un consensus s'A(c)tablit pour considA(c)rer que la fidA(c)litA(c) du consommateur est un A(c)lA(c)ment clA(c) de la pA(c)rennitA(c) des entreprises, les mA(c)canismes psychologiques conduisant A sa formation restent mA(c)connus. La satisfaction du consommateur est considA(c)rA(c)e comme un antA(c)cA(c)dent majeur de la fidA(c)litA(c), mais l'automaticitA(c) de cette relation n'est pas dA(c)montrA(c)e. Dans une dA(c)marche d'enrichissement de la relation satisfaction fidA(c)litA(c) dans les services, ce travail souligne les critiques liA(c)es A la mesure de ces deux concepts ainsi...

Sport brands are a central element of modern sport business and a ubiquitous component of contemporary global culture. This groundbreaking book offers a complete analysis of the topic of sport brands from both a marketing management approach (strategy and implementation) and a psycho-sociological approach (consumption and wider society). In doing so it explores both supply and demand sides, offering a complete introduction to the nature, purpose and value of sport brands not found in any other sports marketing text.

The book covers the whole heterogeneity of sport brands,...

This guide provides students and scholars with a broad ranging survey of current thinking in contemporary sport management, exploring best practice in core functional areas and identifying important future directions for new research.