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082	0	4	_a338.43 _bS764 2004
245	1	0	_aSports marketing and the psychology of marketing communication / _cedited by Lynn R. Kahle, Chris Riley.
264	3	1	_aMahwah, N.J. : _bL. Erlbaum Associates, _c2004.
300			_axxiii, 415 páginas : _bilustraciones ; _c24 cm.
336			_atexto _btxt _2rdacontent
337			_ano mediado _bn _2rdamedia
338			_avolumen _bnc _2rdacarrier
490	0		_aAdvertising and consumer psychology
504			_aIncluye bibliografía.
505	0		_aExploration 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.
650	1	4	_987230 _aDeportes _zEstados Unidos _xMercadeo.
650	1	4	_9314828 _aDeportes. _zEstados Unidos _xAspectos psicológicos.
700	1		_9227506 _aKahle, Lynn R. _eeditor
700	1		_9267489 _aRiley, Chris, _d1958- . _eeditor
856			_a_ _yTabla de contenido _uhttp://www.loc.gov/catdir/toc/ecip049/2003020653.html
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