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| 材料类型： | 互联网资源 |
|---|---|
| 文件类型： | 书, 互联网资源 |
| 所有的著者/提供者： |
Lynn R Kahle; Chris Riley |
| ISBN: | 0805848266 9780805848267 |
| OCLC号码： | 53131268 |
| 描述： | xxiii, 415 p. : ill. ; 24 cm. |
| 内容： | 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. |
| 丛书名： | Advertising and consumer psychology. |
| 责任： | edited by Lynn R. Kahle, Chris Riley. |
| 更多信息： |
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- Sports -- United States -- Marketing.
- Sports -- United States -- Psychological aspects.
- Communication in marketing.
- Sport.
- Marketing.
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由 sgass 已更新 2011-09-22