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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
Database:WorldCat
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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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