Sports Marketing and the Psychology of Marketing Communication

by Kahle, Lynn R.; Riley, Chris

• ISBN13: 9781410610003
• ISBN10: 1410610004
• Copyright: 2004-03-23
• Publisher: Taylor & Francis

Summary

This is a scholarly book on Sports Marketing and a book in the Advertising and Consumer Psychology Series sponsored by the Society of Consumer Psychology.

Table of Contents

Foreword

Preface

Consumer Behavior

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.

Sports Celebrity Endorsements

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 Indentification With Sports Celebrities.

The Consequences of Sponsorship

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? >R. Madrigal,

A Review of Team Identification and Its Influence on Consumers' Responses Toward Corporate Sponsors.

Marketing Strategy

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.

Social Issues and Sports Marketing

Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertising

Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canada

Social Marketing of Sport

Teenager's Perceptions of the Influence of Advertising and Price Versus Interpersonal, Social Factors on Their Purchases of Brand Name Athletic Shoes and Clothing.

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