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|2 23
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0 |
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|a Handbook of sport marketing research /
|c Nancy L. Lough and William A. Sutton, editors.
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| 264 |
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|a Morgantown, WV :
|b Fitness Information Technology,
|c [2012]
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| 264 |
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4 |
|c ©2012.
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| 300 |
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|a xx, 440 pages :
|b illustrations ;
|c 26 cm.
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| 336 |
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|a text
|b txt
|2 rdacontent.
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| 337 |
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|a unmediated
|b n
|2 rdamedia.
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| 338 |
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|a volume
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| 504 |
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|a Includes bibliographical references and index.
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| 505 |
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|a The four domains of sports marketing : a conceptual framework / Sam Fullerton and G. Russell Merz -- The foreign invasion of the American sporting goods market / Lawrence W. Fielding and Lori K. Miller -- A conceptual framework for evaluating marketing relationships in professional sport franchises / Mark A. McDonald and George R. Milne -- Examining the importance of brand equity in professional sport / James M. Gladden and George R. Milne -- Brand extensions by U.S. professional sport teams : motivations and keys to success / Artemisia Apostolopoulou -- Segmenting sport fans using brand associations : a cluster analysis / Stephen D. Ross -- Consumer research and sport marketing : starting the conversation between two different academic discourses / Steven M. Kates -- Sport consumer typologies : a critical review / Bob Stewart, Matthew Nicholson, and Aaron C.T. Smith -- Comparing sport consumer motivations across multiple sports / Jeffrey D. James and Stephen D. Ross -- 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 -- Tapping new markets : women as sport consumers / Dallas D. Branch -- Market analyses of race and sport consumption / Ketra L. Armstrong and Terese M. Stratta -- Marketing to lifestyles : action sports and Generation Y / Gregg Bennett and Tony Lachowetz -- Using the Psychological Commitment to Team (PCT) scale to segment sport consumers based on loyalty / Daniel F. Mahony, Robert Madrigal, and Dennis Howard -- Creating and fostering fan identification in professional sports / William A. Sutton, Mark A. McDonald, George R. Milne, and John Cimperman -- 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 -- Motivational profiles of sport fans of different sports / Daniel L. Wann, Frederick G. Grieve, Ryan K. Zapalac, and Dale G. Pease -- Sponsorship evaluation : moving from theory to practice / David K. Stotlar -- A comparative analysis of sponsorship objectives for U.S. women's sport and traditional sport sponsorship / Nancy L. Lough and Richard L. Irwin -- Sport sponsorship in China : transition and evolution / Lizhong Geng, Rick Burton, and Connie Blakemore Cook Effect of perceived sport event and sponsor image fit on consumers' cognition, affect, and behavioral intentions / Win Koo and Jerome Quarterman -- Celebrity athletic endorsement : an overview of the key theoretical issues / Christine M. Brooks and Kellee K. Harris Athletes as product endorsers : the effect of gender and product relatedness / Thomas C. Boyd and Matthew D. Shank -- 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 -- Good morning, Vietnam : an ethical analysis of Nike activities in Southeast Asia / Lynn R. Kahle, David M. Boush, and Mark Phelps -- Marketing implications of Title IX for collegiate athletic departments / Carol A. Barr, William A. Sutton, and Erin M. McDermott -- More than just a game? corporate social responsibility and Super Bowl XL / Kathy Babiak and Richard Wolfe -- Communicating socially responsible initiatives: an analysis of U.S. professional teams / Matthew Walker, Aubrey Kent, and John Vincent.
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| 520 |
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|a Drawing from the seminal works published during the past two decades in Sport Marketing Quarterly, this collection edited by Nancy L. Loush and William A. Sutton brings to light foundational theories that have guided some of the most pragmatic studies to date. The Handbook of Sport Marketing Research revisits trends, presents instruments designed to assess key constructs, and provides critical analysis of industry practices with regard to issues such as gender, race, and ethical practices.
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| 650 |
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|a Sports
|x Marketing
|x Research.
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|a Lough, Nancy L.
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|a Sutton, William Anthony,
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