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.
Table of Contents
Contents: L. Chalip, Foreword. L.R. Kahle, C. Riley, Preface. Part I:Consumer Behavior. T. Sun, S. Youn, W.D. Wells, Exploration of Consumption and Communication Communities in Sports Marketing. S.W. Kelley, K. Tian, Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data. V. Dalakas, R. Madrigal, K.L. Anderson, "We are Number One!" The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing. A. Shoham, G.M. Rose, L.R. Kahle, Risky Sports: Making the Leap. Part II:Sports Celebrity Endorsements. M.J. Jones, D.W. Schumann, The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective. A.A. Bailey, C.A. Cole, The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extension. M.D. Basil, W.J. Brown, Magic Johnson and Mark McGwire: The Power of Indentification With Sports Celebrities. Part III:The Consequences of Sponsorship. J.W. Pracejus, Seven Psychological Mechanisms Through Which Sponsorship can Influence Consumers. J. Slater, C. Lloyd, It's Gotta be the Shoes: Exploring the Effects of Relationships of Nike and Reebok Sponsorship on Two College Athletic Programs. L. Kinney, S.R. McDaniel, American Consumer Attitudes Toward Corporate Sponsorship of Sporting Events. L. Kinney, G. Bell, Do Sport Sponsorship Announcements Influence Firm Stock Prices? R. Madrigal, A Review of Team Identification and Its Influence on Consumers' Responses Toward Corporate Sponsors. Part IV:Marketing Strategy. R. Burton, Teams as Brands: A Review of the Sports Licensing Concept. M. Jackowski, D.P. Gray, SportNEST: A Nested Approach to Segmenting the Sport Consumer Market. V. Dalakas, R. Madrigal, R. Burton, Understanding Ambush Marketing: Implications of Information Processing. Part V:Social Issues and Sports Marketing. S.J. Jackson, D.L. Andrews, Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertising. T. Dewhirst, Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canada. J.J. Jackson, Social Marketing of Sport. T.P. Meyer, K. Gettleman, T.R. Donahue, Teenager's Perceptions of the Influence of Advertising and Price Versus Interpersonal, Social Factors on Their Purchases of Brand Name Athletic Shoes and Clothing.