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Sports marketing and the psychology of marketing communication / / edited by Lynn R. Kahle, Chris Riley
| Sports marketing and the psychology of marketing communication / / edited by Lynn R. Kahle, Chris Riley |
| Pubbl/distr/stampa | Mahwah, N.J. : , : L. Erlbaum Associates, , 2004 |
| Descrizione fisica | 1 online resource (442 p.) |
| Disciplina | 338.4/3 |
| Altri autori (Persone) |
KahleLynn R
RileyChris <1958-> |
| Collana | Advertising and consumer psychology |
| Soggetto topico |
Sports - United States - Marketing
Sports - United States - Psychological aspects Communication in marketing |
| Soggetto genere / forma | Electronic books. |
| ISBN |
1410610004
1-283-24117-X 1-135-61672-8 9786613241177 1-4106-1000-4 |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Book 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
6 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? 12 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 19 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 |
| Record Nr. | UNINA-9910455935403321 |
| Mahwah, N.J. : , : L. Erlbaum Associates, , 2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Sports marketing and the psychology of marketing communication / / edited by Lynn R. Kahle, Chris Riley
| Sports marketing and the psychology of marketing communication / / edited by Lynn R. Kahle, Chris Riley |
| Pubbl/distr/stampa | Mahwah, N.J. : , : L. Erlbaum Associates, , 2004 |
| Descrizione fisica | 1 online resource (442 p.) |
| Disciplina | 338.4/3 |
| Altri autori (Persone) |
KahleLynn R
RileyChris <1958-> |
| Collana | Advertising and consumer psychology |
| Soggetto topico |
Sports - United States - Marketing
Sports - United States - Psychological aspects Communication in marketing |
| ISBN |
1-135-61671-X
1410610004 1-283-24117-X 1-135-61672-8 9786613241177 1-4106-1000-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Book 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
6 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? 12 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 19 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 |
| Record Nr. | UNINA-9910780370403321 |
| Mahwah, N.J. : , : L. Erlbaum Associates, , 2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Sports marketing and the psychology of marketing communication / / edited by Lynn R. Kahle, Chris Riley
| Sports marketing and the psychology of marketing communication / / edited by Lynn R. Kahle, Chris Riley |
| Edizione | [1st ed.] |
| Pubbl/distr/stampa | Mahwah, N.J., : L. Erlbaum Associates, 2004 |
| Descrizione fisica | 1 online resource (442 p.) |
| Disciplina | 338.4/3 |
| Altri autori (Persone) |
KahleLynn R
RileyChris <1958-> |
| Collana | Advertising and consumer psychology |
| Soggetto topico |
Sports - United States - Marketing
Sports - United States - Psychological aspects Communication in marketing |
| ISBN |
1-135-61671-X
1410610004 1-283-24117-X 1-135-61672-8 9786613241177 1-4106-1000-4 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Book 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
6 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? 12 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 19 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 |
| Record Nr. | UNINA-9910824269803321 |
| Mahwah, N.J., : L. Erlbaum Associates, 2004 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||