Handbook of sport marketing research
By: Nancy L. Lough & William A. Sutton, editors
Publisher: Fitness Information Technology
Published: 2012
Place of publication: Morgantown, WV
Language: eng
Number of pages: 440
ISBN-13: 9781935412397
Subjects: Marketing; Sports; Research
Notes: Includes bibliographical references and index.
Table of contents: title: Section I.; title: Foundations of sport marketing: -- Chapter 1.; title: The four domains of sports marketing: a conceptual framework  -- Sam Fullerton and G. Russell Merz ; -- Chapter 2.; title: The foreign invasion of the American sporting goods market  -- Lawrence W. Fielding and Lori K. Miller ; -- Chapter 3.; title: A conceptual framework for evaluating marketing relationships in professional sport franchises  -- Mark A. McDonald and George R. Milne -- Section II.; title: Building brands: -- Chapter 4.; title: Examining the importance of brand equity in professional sport  -- James M. Gladden and George R. Milne ; -- Chapter 5.; title: Brand extensions by U.S. professional sport teams: motivations and keys to success  -- Artemisia Apostolopoulou ; -- Chapter 6.; title: Segmenting sport fans using brand associations: a cluster analysis  -- Stephen D. Ross -- Section III.; title: Understanding sport consumers: -- Chapter 7.; title: Consumer research and sport marketing: starting the conversation between two different academic discourses  -- Steven M. Kates ; -- Chapter 8.; title: Sport consumer typologies: a critical review  -- Bob Stewart, Matthew Nicholson, and Aaron C.T. Smith ; -- Chapter 9.; title: Comparing sport consumer motivations across multiple sports  -- Jeffrey D. James and Stephen D. Ross ; -- Chapter 10.; title: Measuring the motives of sport event attendance: bridging the academic-practitioner divide to understanding behavior  -- Daniel C. Funk, Kevin Filo, Anthony A. Beaton, and Mark Pritchard -- Section IV.; title: Market segmentation: -- Chapter 11.; title: Tapping new markets: women as sport consumers  -- Dallas D. Branch ; -- Chapter 12.; title: Market analyses of race and sport consumption  -- Ketra L. Armstrong and Terese M. Stratta ; -- Chapter 13.; title: Marketing to lifestyles: action sports and Generation Y  -- Gregg Bennett and Tony Lachowetz ; -- Chapter 14.; title: Using the Psychological Commitment to Team (PCT) scale to segment sport consumers based on loyalty  -- Daniel F. Mahony, Robert Madrigal, and Dennis Howard -- Section V.; title: Fan identity and spectator motives: -- Chapter 15.; title: Creating and fostering fan identification in professional sports  -- William A. Sutton, Mark A. McDonald, George R. Milne, and John Cimperman ; -- Chapter 16.; title: Characterizing consumer motivation as individual difference factors: augmenting the Sport Interest Inventory (SII) to explain level of spectator support  -- Daniel C. Funk, Daniel F. Mahony, and Lynn Ridinger ; -- Chapter 17.; title: Motivational profiles of sport fans of different sports  -- Daniel L. Wann, Frederick G. Grieve, Ryan K. Zapalac, and Dale G. Pease -- Section VI.; title: Sponsorship: -- Chapter 18.; title: Sponsorship evaluation: moving from theory to practice  -- David K. Stotlar ; -- Chapter 19.; title: A comparative analysis of sponsorship objectives for U.S. women's sport and traditional sport sponsorship  -- Nancy L. Lough and Richard L. Irwin ; -- Chapter 20.; title: Sport sponsorship in China: transition and evolution  -- Lizhong Geng, Rick Burton, and Connie Blakemore Cook ; -- Chapter 21.; title: Effect of perceived sport event and sponsor image fit on consumers' cognition, affect, and behavioral intentions  -- Win Koo and Jerome Quarterman -- Section VII.; title: Celebrity athlete endorsements: -- Chapter 22.; title: Celebrity athletic endorsement: an overview of the key theoretical issues  -- Christine M. Brooks and Kellee K. Harris ; -- Chapter 23.; title: Athletes as product endorsers: the effect of gender and product relatedness  -- Thomas C. Boyd and Matthew D. Shank ; -- Chapter 24.; title: To catch a tiger or let him go? the match-up effect and athlete endorsers for sport and non-sport brands  -- Stephen K. Koernig and Thomas C. Boyd -- Section VIII.; title: Ethical issues: -- Chapter 25.; title: Good morning, Vietnam: an ethical analysis of Nike activities in Southeast Asia  -- Lynn R. Kahle, David M. Boush, and Mark Phelps ; -- Chapter 26.; title: Marketing implications of Title IX for collegiate athletic departments  -- Carol A. Barr, William A. Sutton, and Erin M. McDermott ; -- Chapter 27.; title: More than just a game? corporate social responsibility and Super Bowl XL  -- Kathy Babiak and Richard Wolfe ; -- Chapter 28.; title: Communicating socially responsible initiatives: an analysis of U.S. professional teams -- Matthew Walker, Aubrey Kent, and John Vincent.