LEADER 04723nam 22007454a 450 001 9910824269803321 005 20200520144314.0 010 $a1-135-61671-X 010 $a1410610004 010 $a1-283-24117-X 010 $a1-135-61672-8 010 $a9786613241177 010 $a1-4106-1000-4 024 7 $a10.4324/9781410610003 035 $a(CKB)111087027891152 035 $a(EBL)335512 035 $a(OCoLC)476147982 035 $a(SSID)ssj0000250136 035 $a(PQKBManifestationID)11211322 035 $a(PQKBTitleCode)TC0000250136 035 $a(PQKBWorkID)10231108 035 $a(PQKB)11029230 035 $a(MiAaPQ)EBC335512 035 $a(Au-PeEL)EBL335512 035 $a(CaPaEBR)ebr10227363 035 $a(CaONFJC)MIL324117 035 $a(OCoLC)55086180 035 $a(EXLCZ)99111087027891152 100 $a20030923d2004 uy 0 101 0 $aeng 135 $aur|n|---||||| 181 $ctxt 182 $cc 183 $acr 200 00$aSports marketing and the psychology of marketing communication /$fedited by Lynn R. Kahle, Chris Riley 205 $a1st ed. 210 $aMahwah, N.J. $cL. Erlbaum Associates$d2004 215 $a1 online resource (442 p.) 225 1 $aAdvertising and consumer psychology 300 $aDescription based upon print version of record. 311 $a0-8058-5790-7 311 $a0-8058-4826-6 320 $aIncludes bibliographical references and indexes. 327 $aBook Cover; Title; Copyright; Dedication; Contents; Foreword; Preface; List of Contributors; I: Consumer Behavior; 1 Exploration of Consumption and Communication Communities in Sports Marketing; 2 Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data; 3 "We Are Number One!" The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing; 4 Risky Sports: Making the Leap; II: Sports Celebrity Endorsements; 5 The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective 327 $a6 The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extension7 Magic Johnson and Mark McGwire: The Power of Identification With Sports Celebrities; III: The Consequences of Sponsorship; 8 Seven Psychological Mechanisms Through Which Sponsorship Can Influence Consumers; 9 It's Gotta Be the Shoes: Exploring the Effects of Relationships of Nike and Reebok Sponsorship on Two College Athletic Programs; 10 American Consumer Attitudes Toward Corporate Sponsorship of Sporting Events; 11 Do Sport Sponsorship Announcements Influence Firm Stock Prices? 327 $a12 A Review of Team Identification and Its Influence on Consumers' Responses Toward Corporate SponsorsIV: Marketing Strategy; 13 Teams as Brands: A Review of the Sports Licensing Concept; 14 SportNEST: A Nested Approach to Segmenting the Sport Consumer Market; 15 Understanding Ambush Marketing: Implications of Information Processing; V: Social Issues and Sports Marketing; 16 Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertising; 17 Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canada; 18 Social Marketing of Sport 327 $a19 Teenagers' Perceptions of the Influence of Advertising and Price Versus Interpersonal, Social Factors on Their Purchases of Brand Name Athletic Shoes and ClothingAuthor Index; Subject Index 330 $aSports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area.It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center 410 0$aAdvertising and consumer psychology. 606 $aSports$zUnited States$xMarketing 606 $aSports$zUnited States$xPsychological aspects 606 $aCommunication in marketing 615 0$aSports$xMarketing. 615 0$aSports$xPsychological aspects. 615 0$aCommunication in marketing. 676 $a338.4/3 701 $aKahle$b Lynn R$0870426 701 $aRiley$b Chris$f1958-$01664176 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910824269803321 996 $aSports marketing and the psychology of marketing communication$94022050 997 $aUNINA