1st Edition

Consumer Behavior Knowledge for Effective Sports and Event Marketing

Edited By Lynn R. Kahle, Angeline G. Close Copyright 2011
    348 Pages
    by Routledge

    348 Pages
    by Routledge

    The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.

    J. King, L.R. Kahle, A. Close, Introduction: Study of Sports Consumer Behavior. Part 1. Influencing Behaviors and Society in Sports. S.P. Lee, T.B. Cornwell, A Framework for Measuring the Contributions of Sport to Society: Actors, Activities and Outcomes. E.R. Hirt, J.J. Clarkson, The Psychology of Fandom: Understanding the Etiology, Motives, and Implications of Fanship. S. Jones, S.J. Grove, G.M. Pickett, Spectator Rage: An Overview. D.L. Scammon, D.A. Fuller, K. Karniouchina, T. Masters, Sport Related Subculture as a Useful Basis of Market Segmentation: Insights for Ski Area Managers. Part 2. Building Relationships with Consumers Through Sports. P.A. Kennett-Hensel, R. Lacey, M. Biggers, The Impact of Corporate Social Responsibility on NBA Fan Relationships: A Conceptual Framework. S.J. Andrews, And a Child Athlete Will Save Us: Marketing Psychosocial and Physical Benefits of Sport to Children, Adolescents, Coaches and Parents. L.H.V. Kurpis, C.S. Bozman, The Motivations Associated with Attendance and Participation in an Amateur Sporting Event. R. Burton, J. Tripoldi, S. Owen, L.R. Kahle, Hospitality: A Key Sponsorship Service in Sports Marketing. Part 3. Providing Service to Consumers Through Sports and Event Sponsorship. T.J. Reynolds, Assessing the Existential Validity of the Bowl Championship Series Rankings. F. Riedmueller, Service Quality Perceived by Fans at Professional Sporting Events. R.Z. Finney, R. Lacey, A.G. Close, Event Marketing and Sponsorship: Lessons Learned from the Tour De Georgia Cycling Races.


    Angeline G. Close (PhD, University of Georgia) researches, teaches, and serves the marketing community. Her expertise is in event marketing—namely how consumers' experiences at sponsored events influence attitudes and consumer behavior. Current studies explore engaging consumers with events, uncovering drivers of effective event sponsorships, how entertainment impacts affect towards events/purchase intention towards sponsors, and why consumers may resist events. Synergistically, she studies consumers' experiences with electronic marketplaces—consumers' online experiences, and how they interplay with onground events. Her research ties theory with implications for consumers, society, or consumer-focused business practice. She has contributed peer-reviewed studies in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among other articles and book chapters. 

    Lynn R. Kahle (Ph.D. Nebraska, post-doc Michigan) holds the Ehrman Giustina Professorship (endowed, tenured chair) in Marketing and has been the Department Chair in the Department of Marketing at the University of Oregon, USA.  He has been on the faculty in the Lundquist College of Business since 1983.  As Department Chair he was instrumental in founding the highly regarded James H. Warsaw Sports Marketing Center. He served as the founding Director of the Center, which Sports Illustrated described as the "best sports management school." (Oct. 7, 2002).  He has chaired his University's Intercollegiate Athletic Committee and has been active in civic affairs as well, serving among other things as the head of the City of Eugene Human Rights Program.

    "This book adds to our understanding of the complex world in which the sports consumer resides. The diversity of the topics explored, the up- to -date data and issues described, and the expertise of the editors and authors are key features of this volume." - Gregg Bennett, Sports Management, Texas A&M, USA

    "The understanding of sport consumer behavior has become key to marketing sport and to examining what makes sport special to those who play and those who watch. This book provides detailed overviews and insightful syntheses. It is essential reading for anyone who seeks to understand how and why consumers build sport into their lives." - Laurence Chalip, Sport Management Program, University of Texas at Austin, USA

    "Consumer Behavior Knowledge for Effective Sports and Event Marketing is a unique volume that provides both sports marketing academicians and practitioners with cutting edge ideas that they will find to be very beneficial. This volume will provide academicians with excellent reviews of current knowledge, and perhaps more importantly, food for thought in the development of new sports marketing research ideas and priorities. At the same time, practitioners will gather insights from this volume that they will be able to apply to the decisions they make on a day to day basis, as well as their critical longer term strategic decisions." - Scott Kelley, Director, University of Kentucky Center for Sports Marketing; and Professor of Marketing, Gatton College of Business & Economics, University of Kentucky, USA

    "In my 19 years as head basketball coach at UNLV, I witnessed the value of understanding consumer behavior to improve our sports program and brand. Building a sports brand via engaging events entails understanding emotion, psychology, and relationships. This book employs tested theories to give managers connection with the community." - Jerry Tarkanian, "Tark the Shark", NCAA Div. I National Basketball Champion Head Coach, 1990

    "In this book, Kahle and Close bring together conceptual and theoretical insights, along with the results of empirical research to illuminate a myriad of dimensions of consumer, behavior in sport and events….As a whole, this book reflects the core ideas:..to influence consumer behavior in terms of time, money and emotional attachment to brands and products, one must first understand the behavior -whether within the arena of sports and sporting events (as here) ….or beyond it in the broader world of marketing." - from Foreword by Stephen A. Greyser, Harvard Business School, USA