Handbook of sport marketing research
Autor(es) - Nancy Lough; William Sutton
- €56.00 €50.40
Drawing from the seminal works published during the past two decades in Sport Marketing Quarterly, this collection edited by Nancy L. Lough and William A. Sutton brings to light foundational theories that have guided some of the most pragmatic studies to date. The Handbook of Sport Marketing Research revisits trends, presents instruments designed to assess key constructs, and provides critical analysis of industry practices with regard to issues such as gender, race, and ethical practices.
Each section of this handbook is designed to provide foundational work reflecting development of key conceptual areas.
The 28 chapters included serve as a reflection of the state of the industry through applied scholarly work during the past 20 years. Handbook of Sport Marketing Research is suitable for course adoptions or as a professional reference, and should be equally as intriguing to practitioners. The intent is to broaden the scope of interest and encourage a widening lens through which sport marketing is viewed.
ÍNDICE:
SECTION I. FOUNDATIONS OF SPORT MARKETING
Chapter 1. The Four Domains of Sports Marketing: A Conceptual Framework
Sam Fullerton and G. Russell Merz
Chapter 2. The Foreign Invasion of the American Sporting Goods Market
Lawrence W. Fielding and Lori K. Miller
Chapter 3. A Conceptual Framework for Evaluating Marketing Relationships in Professional Sport Franchises
Mark A. McDonald and George R. Milne
SECTION II. BUILDING BRANDS
Chapter 4. Examining the Importance of Brand Equity in Professional Sport
James M. Gladden and George R. Milne
Chapter 5. Brand Extensions by U.S. Professional Sport Teams: Motivations and Keys to Success
Artemisia Apostolopoulou
Chapter 6. Segmenting Sport Fans Using Brand Associations: A Cluster Analysis
Stephen D. Ross
SECTION III. UNDERSTANDING SPORT CONSUMERS
Chapter 7. Consumer Research and Sport Marketing: Starting the Conversation Between Two Different Academic Discourses
Steven M. Kates
Chapter 8. Sport Consumer Typologies: A Critical Review
Bob Stewart, Matthew Nicholson, and Aaron C. T. Smith
Chapter 9. Comparing Sport Consumer Motivations Across Multiple Sports
Jeffrey D. James and Stephen D. Ross
Chapter 10. Measuring the Motives of Sport Event Attendance: Bridging the Academic-Practitioner Divide to Understanding Behavior
Daniel C. Funk, Kevin Filo, Anthony A. Beaton, and Mark Pritchard
SECTION IV. MARKET SEGMENTATION
Chapter 11. Tapping New Markets: Women as Sport Consumers
Dallas D. Branch
Chapter 12. Market Analyses of Race and Sport Consumption
Ketra L. Armstrong and Terese M. Stratta
Chapter 13. Marketing to Lifestyles: Action Sports and Generation Y
Gregg Bennett and Tony Lachowetz
Chapter 14. Using the Psychological Commitment to Team (PCT) Scale to Segment Sport Consumers Based on Loyalty
Daniel F. Mahony, Robert Madrigal, and Dennis Howard
SECTION V. FAN IDENTITY AND SPECTATOR MOTIVES
Chapter 15. Creating and Fostering Fan Identification in Professional Sports
William A. Sutton, Mark A. McDonald, George R. Milne, and John Cimperman
Chapter 16. Characterizing Consumer Motivation as Individual Difference Factors: Augmenting the Sport Interest Inventory (SII) to Explain Level of Spectator Support
Daniel C. Funk, Daniel F. Mahony, and Lynn Ridinger
Chapter 17. Motivational Profiles of Sport Fans of Different Sports
Daniel L. Wann, Frederick G. Grieve, Ryan K. Zapalac, and Dale G. Pease
SECTION VI. SPONSORSHIP
Chapter 18. Sponsorship Evaluation: Moving from Theory to Practice
David K. Stotlar
Chapter 19. A Comparative Analysis of Sponsorship Objectives for U.S. Women’s Sport and Traditional Sport Sponsorship
Nancy L. Lough and Richard L. Irwin
Chapter 20. Sport Sponsorship in China: Transition and Evolution
Lizhong Geng, Rick Burton, and Connie Blakemore Cook
Chapter 21. Effect of Perceived Sport Event and Sponsor Image Fit on Consumers’ Cognition, Affect, and Behavioral Intentions
Win Koo and Jerome Quarterman
SECTION VII. CELEBRITY ATHLETE ENDORSEMENTS
Chapter 22. Celebrity Athletic Endorsement: An Overview of the Key Theoretical Issues
Christine M. Brooks and Kellee K. Harris
Chapter 23. Athletes as Product Endorsers: The Effect of Gender and Product Relatedness
Thomas C. Boyd and Matthew D. Shank
Chapter 24. To Catch a Tiger or Let Him Go? The Match-up Effect and Athlete Endorsers for Sport and Non-Sport Brands
Stephen K. Koernig and Thomas C. Boyd
SECTION VIII. ETHICAL ISSUES
Chapter 25. Good Morning, Vietnam: An Ethical Analysis of Nike Activities in Southeast Asia
Lynn R. Kahle, David M. Boush, and Mark Phelps
Chapter 26. Marketing Implications of Title IX for Collegiate Athletic Departments
Carol A. Barr, William A. Sutton, and Erin M. McDermott
Chapter 27. More Than Just a Game? Corporate Social Responsibility and Super Bowl XL
Kathy Babiak and Richard Wolfe
Chapter 28. Communicating Socially Responsible Initiatives: An Analysis of U.S. Professional Teams
Matthew Walker, Aubrey Kent, and John Vincent
Conclusion
William A. Sutton
- Formato: Capa mole 18.00 * 25.50
- Nº de páginas: 440
- Editado em: 2012
- Idioma: Inglês
- ISBN: 9781935412397