Description
All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory and cutting-edge research with practical guidance and advice to enable students and industry professionals to become more effective practitioners. Written by three of the world’s leading sports marketing academics, it covers a wide range of areas including:
- social media and digital marketing
- the segmentation of the sport consumer market
- service quality and customer satisfaction
- sport consumer personalities and attitudes
- the external and environmental factors that influence sport consumer behaviour.
These chapters are followed by a selection of international case studies on topics such as female sport fans, college sports, marathons and community engagement. The book’s companion website also provides additional resources exclusively for instructors and students, including test banks, slides and useful web links.
As the only up-to-date textbook to focus on consumer behaviour in sport and events, Sport Consumer Behaviour: Marketing Strategies offers a truly global perspective on this rapidly-growing subject. This book is an invaluable resource for anyone involved in the sport and events industries, from students and academics to professional marketers.
Table of Contents
Part I: Introduction and Consumer Segmentation Chapter 1. Introduction to Sport Consumer Behaviour and Decision Making Chapter 2. Sport Consumer Segmentation Part II: Inputs: External Forces and Branding Chapter 3. The Sport Product and the Sport Consumer Chapter 4. Sport Consumer Behaviour and the Influence of the Socio-Cultural Environment Part III: Processes: Internal Psychological Components Chapter 5. Sport Consumer Motivation Chapter 6. Constraints in Sport Engagement Chapter 7. Sport Consumer Attitudes Chapter 8. Personality and Sport Consumer Behaviour Part IV: Outputs: Sport Consumer Connections and Satisfaction Chapter 9. The Psychological Continuum Model Chapter 10. Stages of the Psychological Continuum Model Chapter 11. Sport Involvement Chapter 12. Team Identification Chapter 13. Service Quality and Customer Satisfaction Part V: An Alternative Perspective on Sport Consumer Behaviour Chapter 14. Sport Consumption and Marketing Empirical Generalizations Part VI: Case Studies Case Study 1. Case Study 2. Case Study 3. Case Study 4. Case Study 5. Case Study 6. Part VII: Topics of Interest for Sport Marketing Topics of Interest for Sport Marketers
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