Sports Marketing and the Psychology of Marketing Communication.
Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in...
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Full text (MCPHS users only) |
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| Main Author: | |
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| Format: | Electronic eBook |
| Language: | English |
| Published: |
Hoboken :
Lawrence Erlbaum Associates,
2004
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| Series: | Advertising & Consumer Psychology.
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| Subjects: | |
| Local Note: | ProQuest Ebook Central |
Table of Contents:
- 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.
