Sports Marketing and the Psychology of Marketing Communication

by Kahle, Lynn R.; Riley, Chris

• ISBN13: 9780805857900
• ISBN10: 0805857907
• eBook ISBN(s): 9781135616717
• Edition: 1st
• Format: Paperback
• Copyright: 2004-02-10
• Publisher: Lawrence Erlbau

Summary

Sports marketing is one of the fastest growing areas of marketing communication. It provides a different vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication. Sport has unique contributions of characteristics that lead to unique patterns of psychological responses that therefore demand out of the ordinary attention to a variety of marketing tactics.

Table of Contents

Foreword	p. xi
Preface	p. xvii
List of Contributors	p. xxi
Consumer Behavior
Exploration of Consumption and Communication Communities in Sports Marketing	p. 3
Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data	p. 27
"We Are Number One!" The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing	p. 67
Risky Sports: Making the Leap	p. 81
Sports Celebrity Endorsements
The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective	p. 107
The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extension	p. 133
Magic Johnson and Mark McGwire: The Power of Identification With Sports Celebrities	p. 159
The Consequences of Sponsorship
Seven Psychological Mechanisms Through Which Sponsorship Can Influence Consumers	p. 175
It's Gotta Be the Shoes: Exploring the Effects of Relationships of Nike and Reebok Sponsorship on Two College Athletic Programs	p. 191
American Consumer Attitudes Toward Corporate Sponsorship of Sporting Events	p. 211
Do Sport Sponsorship Announcements Influence Firm Stock Prices?	p. 223
A Review of Team Identification and Its Influence on Consumers' Responses Toward Corporate Sponsors	p. 241
Marketing Strategy
Teams as Brands: A Review of the Sports Licensing Concept	p. 259
SportNEST: A Nested Approach to Segmenting the Sport Consumer Market	p. 271
Understanding Ambush Marketing: Implications of Information Processing	p. 293
Social Issues and Sports Marketing
Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertising	p. 307
Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canada	p. 327
Social Marketing of Sport	p. 353
Teenagers' Perceptions of the Influence of Advertising and Price Versus Interpersonal, Social Factors on Their Purchases of Brand Name Athletic Shoes and Clothing	p. 365
Author Index	p. 381
Subject Index	p. 393
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