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Sports marketing and the psychology of marketing communication
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Sports marketing and the psychology of marketing communication

Author: Lynn R Kahle; Chris Riley
Publisher: Mahwah, N.J. : L. Erlbaum Associates, 2004.
Series: Advertising and consumer psychology.
Edition/Format:  Book : EnglishView all editions and formats
Summary:

Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the  Read more...

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Details

Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Lynn R Kahle; Chris Riley
ISBN: 0805848266 9780805848267
OCLC Number: 53131268
Description: xxiii, 415 p. : ill. ; 24 cm.
Contents: Exploration of consumption and communication communities in sports marketing --
Fanatical consumption : an investigation of the behavior of sports fans through textual data --
"We are number one!" : the phenomenon of basking-in-reflected-glory and its implications for sports marketing --
Risky sports : making the leap --
The strategic use of celebrity athlete endorsers in print media : a historical perspective --
The effects of multiple product endorsements by celebrities on consumer attitudes and intentions : an extension --
Magic Johnson and Mark McGwire : the power of identification with sports celebrities --
Seven psychological mechanisms through which sponsorship can influence consumers --
It's gotta be the shoes : exploring the effects of relationships of Nike and Reebok sponsorship on two college athletic programs --
American consumer attitudes toward corporate sponsorship of sporting events --
Do sport sponsorship announcements influence firm stock prices? --
A review of team identification and its influence on consumers' responses toward corporate sponsors --
Teams as brands : a review of the sports licensing concept --
SportNEST : a nested approach to segmenting the sport consumer market --
Understanding ambush marketing : implications of information processing --
Aggressive marketing : interrogating the use of violence in sport-related advertising --
Smoke and ashes : tobacco sponsorships of sports and regulatory issues in Canada --
Social marketing of sport --
Teenagers' perceptions of the influence of advertising and price versus interpersonal, social factors on their purchases of brand name athletic shoes and clothing.
Series Title: Advertising and consumer psychology.
Responsibility: edited by Lynn R. Kahle, Chris Riley.
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