Description
- Brings together world-leading scholars to address the most important global, regional and national marketing issues
- Presents the latest cutting-edge research from countries including India, China, the UK and the USA
- Includes case studies on sports ranging from football and hockey to baseball and motor racing
Table of Contents
Section I: Macro Perspective
1. Introduction: Sport Marketing in a Globalized Marketplace
2. Olympic Brand Image and Values: A mix of marketing and philosophy
3. Regulating Sport Leagues: The case of Hockey India League
4. Giving Sense to Corporate Social Responsibility in Sporting Events
5. The Dominican Republic and the Development of the Major League Baseball Team Academy
Section II: Micro Perspective
6. An Exponential Decay Model: Does the outcome of a football match influence the number of viewers watching the advertisements?
7. European Customer Satisfaction Index and its Usage in Sport
8. Media Relations in English Football Clubs
9. Antecedents of Customer Loyalty: A case of low-cost fitness centers
10. Multilevel Mediational Effects of Attitude and Intention toward the Green Olympic Games
Section III: Promotional Process
11. Framing Paralympic Sport to Build Audience Interest
12. Color Rules! An Examination of Spectators’ Color Preferences
13. Gender and Advertising: Techniques and consumer response in NASCAR
14. Examining the Effects of Corporate Renaming of an Historic College Football Stadium
15. Consumer-perceived Branding Effects of Sport Sponsorship in China: Impacts of three large-scale events
