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Sports Marketing and the Psychology of Marketing Communication : Advertising and Consumer Psychology - Lynn R. Kahle

Sports Marketing and the Psychology of Marketing Communication

Advertising and Consumer Psychology

By: Lynn R. Kahle (Editor), Chris Riley (Editor)

Hardcover Published: 10th February 2004
ISBN: 9780805848267
Number Of Pages: 408

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Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area.

It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments.


  • Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including:

  • sponsorship from several different perspectives--the major force in sports marketing;

  • ambush marketing--how non-sponsors seek to reap the benefits without paying the price; and

  • licensing--using the sale of items, such as T-shirts to increase profit and marketing.

Forewordp. xi
Prefacep. xvii
List of Contributorsp. xxi
Consumer Behavior
Exploration of Consumption and Communication Communities in Sports Marketingp. 3
Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Datap. 27
"We Are Number One!" The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketingp. 67
Risky Sports: Making the Leapp. 81
Sports Celebrity Endorsements
The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspectivep. 107
The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extensionp. 133
Magic Johnson and Mark McGwire: The Power of Identification With Sports Celebritiesp. 159
The Consequences of Sponsorship
Seven Psychological Mechanisms Through Which Sponsorship Can Influence Consumersp. 175
It's Gotta Be the Shoes: Exploring the Effects of Relationships of Nike and Reebok Sponsorship on Two College Athletic Programsp. 191
American Consumer Attitudes Toward Corporate Sponsorship of Sporting Eventsp. 211
Do Sport Sponsorship Announcements Influence Firm Stock Prices?p. 223
A Review of Team Identification and Its Influence on Consumers' Responses Toward Corporate Sponsorsp. 241
Marketing Strategy
Teams as Brands: A Review of the Sports Licensing Conceptp. 259
SportNEST: A Nested Approach to Segmenting the Sport Consumer Marketp. 271
Understanding Ambush Marketing: Implications of Information Processingp. 293
Social Issues and Sports Marketing
Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertisingp. 307
Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canadap. 327
Social Marketing of Sportp. 353
Teenagers' Perceptions of the Influence of Advertising and Price Versus Interpersonal, Social Factors on Their Purchases of Brand Name Athletic Shoes and Clothingp. 365
Author Indexp. 381
Subject Indexp. 393
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780805848267
ISBN-10: 0805848266
Series: Advertising and Consumer Psychology
Audience: General
Format: Hardcover
Language: English
Number Of Pages: 408
Published: 10th February 2004
Country of Publication: US
Dimensions (cm): 22.86 x 15.88  x 3.18
Weight (kg): 0.71
Edition Number: 1

Earn 303 Qantas Points
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