Contemporary Sport Marketing: Global perspectives, 1st Edition (e-Book) book cover

Contemporary Sport Marketing

Global perspectives, 1st Edition

Edited by James J. Zhang, Brenda G. Pitts


296 pages | 61 B/W Illus.

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pub: 2018-09-27
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The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of the laws, regulations, values and norms of the countries and cultures in which they operate. This book brings together world-leading sport marketing scholars from 11 countries to address the most important global, regional, national, and community marketing issues in sport today. 

Presenting the latest cutting-edge research from countries including India, China, the UK and the USA, it includes case studies on successful marketing strategies in sports ranging from football and hockey to baseball and motor racing. The book combines both qualitative and quantitative studies to explore key topics such as:

  • sport marketing in a globalized marketplace
  • corporate social responsibility and sponsorship in sporting events
  • the Olympic brand image and its values
  • sport consumer behaviour and customer satisfaction
  • new digital marketing channels.

Contemporary Sport Marketing: Global perspectives is vital reading for all students and scholars of sport marketing, sport business and sport management, as well as for any professional working in the sport industry.

Table of Contents

Section I: Macro Perspective

1. Introduction: Sport Marketing in a Globalized Marketplace

2. Olympic Brand Image and Values: A mix of marketing and philosophy

3. Regulating Sport Leagues: The case of Hockey India League

4. Giving Sense to Corporate Social Responsibility in Sporting Events

5. The Dominican Republic and the Development of the Major League Baseball Team Academy

Section II: Micro Perspective

6. An Exponential Decay Model: Does the outcome of a football match influence the number of viewers watching the advertisements?

7. European Customer Satisfaction Index and its Usage in Sport

8. Media Relations in English Football Clubs

9. Antecedents of Customer Loyalty: A case of low-cost fitness centers

10. Multilevel Mediational Effects of Attitude and Intention toward the Green Olympic Games

Section III: Promotional Process

11. Framing Paralympic Sport to Build Audience Interest

12. Color Rules! An Examination of Spectators’ Color Preferences

13. Gender and Advertising: Techniques and consumer response in NASCAR

14. Examining the Effects of Corporate Renaming of an Historic College Football Stadium

15. Consumer-perceived Branding Effects of Sport Sponsorship in China: Impacts of three large-scale events

About the Editors

James J. Zhang is Professor and Director of the International Center for Sport Management (ICSM) at the University of Georgia, in Athens, Georgia, USA

Brenda G. Pitts is Professor of Sport Management and Director of the Sport Business Research Laboratory at Georgia State University, in Atlanta, Georgia, USA

About the Series

World Association for Sport Management Series

The World Association for Sport Management (WASM) was founded to facilitate sport management research, teaching and learning excellence, and professional practice, across every continent. The WASM book series is designed to support those aims by presenting current research and scholarship, from well-established and emerging scholars and practitioners, on sport management theory, policy and practice. Books in the series will explore contemporary issues and key challenges in sport management, and identify important new directions for research and professional practice. Above all, the series aims to encourage and highlight the development of international perspectives, international partnerships, and international best practice in sport management, recognizing the globalised nature of the contemporary sport industry.

Learn more…

Subject Categories

BISAC Subject Codes/Headings:
SPORTS & RECREATION / Business Aspects