Sports marketing and the psychology of marketing communication / edited by Lynn R. Kahle, Chris Riley.

Incluye bibliografía.

Exploration of consumption and communication communities in sports marketing -- Fanatical consumption : an investigation of the behavior of sports fans through textual data -- ´We are number one!´ : the phenomenon of basking-in-reflected-glory and its implications for sports marketing -- Risky sports : making the leap -- The strategic use of celebrity athlete endorsers in print media : a historical perspective -- The effects of multiple product endorsements by celebrities on consumer attitudes and intentions : an extension -- Magic Johnson and Mark McGwire : the power of identification with sports celebrities -- Seven psychological mechanisms through which sponsorship can influence consumers -- It´s gotta be the shoes : exploring the effects of relationships of Nike and Reebok sponsorship on two college athletic programs -- American consumer attitudes toward corporate sponsorship of sporting events -- Do sport sponsorship announcements influence firm stock prices? -- A review of team identification and its influence on consumers´ responses toward corporate sponsors -- Teams as brands : a review of the sports licensing concept -- SportNEST : a nested approach to segmenting the sport consumer market -- Understanding ambush marketing : implications of information processing -- Aggressive marketing : interrogating the use of violence in sport-related advertising -- Smoke and ashes : tobacco sponsorships of sports and regulatory issues in Canada -- Social marketing of sport -- Teenagers´ perceptions of the influence of advertising and price versus interpersonal, social factors on their purchases of brand name athletic shoes and clothing.