Sports Marketing and the Psychology of Marketing Communication

Author: Lynn R. Kahle
Publisher: Psychology Press
ISBN: 9781135616717
Release Date: 2004-04-12
Genre: Business & Economics

Sports marketing is one of the fastest growing areas of marketing communication. This book advances understanding in this emerging area. It presents sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectives--the major force in sports marketing; ambush marketing--how non-sponsors seek to reap the benefits without paying the price; and licensing--using the sale of items, such as T-shirts to increase profit and marketing.

Creating Images and the Psychology of Marketing Communication

Author: Lynn R. Kahle
Publisher: Psychology Press
ISBN: 9781135606640
Release Date: 2006-08-15
Genre: Business & Economics

The purpose of Creating Images and the Psychology of Marketing Communication is to advance the understanding of the concept of image as it is applied to various areas of interest. It also serves to meet the growing interest in image-related studies by the public and academics, and provides an innovative and holistic approach to the study of image. The text reflects the importance of brand leveraging as the sections cover in-depth discussion on cross-country and tourism images, corporate and sponsorship images, individual and celebrity images, and cultural and social images. It provides a comprehensive and holistic look at the concept of image: the topics range from theories of image creative to other image studies on a country, corporate, and individual level. The sections cover the major topics currently being debated in image marketing and the psychology of communications. Several new and innovative concepts are also introduced in the book. Creating Images and the Psychology of Marketing Communication is intended for academics and scholars (including students) in the interdisciplinary fields of consumer psychology, marketing, and communication.

Markenkommunikation mit Sport

Author: Jan Drengner
Publisher: Springer-Verlag
ISBN: 9783834941985
Release Date: 2013-01-25
Genre: Business & Economics

​​​ ​Der Aufbau und das Management starker Marken gelten in der Marketingwissenschaft und - praxis als Garant für den wirtschaftlichen Erfolg der marktorientierten Unternehmensführung.Für die Nachfrager bilden sie beispielsweise eine Orientierungshilfe beim Einkauf und mindern das Risiko von Fehlentscheidungen. Die Hersteller profitieren von starken Marken unter anderem in Form größerer Absatzmengen und höherer Preise, die ihre Kunden für markierte Leistungen bezahlen. Marken beinhalten außerdem Wachstumspotentiale, indem sie die Erschließung neuer Absatzregionen erleichtern oder die Erfolgs- wahrscheinlichkeit bei der Markteinführung neuer Leistungen verbessern.Eine mögliche Erlebniswelt, welche als Kommunikationsplattform eingesetzt werden kann, ist der Sport.Während die Abschnitte B und C Verständnis für die Markenkommunikation mit Sport und sein Management aufbauen, betreffen die Abschnitte D und E dessen Wirkungen bei den Markenzielgruppen. ​

Online Consumer Behavior

Author: Angeline Close
Publisher: Routledge
ISBN: 9781848729698
Release Date: 2012
Genre: Business & Economics

Social media (e.g., Facebook, LinkedIn, Groupon, Twitter) have changed the way consumers and advertisers behave. It is crucial to understand how consumers think, feel and act regarding social media, online advertising, and online shopping. Business practitioners, students and marketers are trying to understand online consumer experiences that help instill brand loyalty. This book is one of the first to present scholarly theory and research to help explain and predict online consumer behavior.

Online Consumer Psychology

Author: Curtis P. Haugtvedt
Publisher: Psychology Press
ISBN: 9781135608118
Release Date: 2005-03-23
Genre: Business & Economics

Online Consumer Psychology addresses many of the issues created by the Internet and goes beyond the topic of advertising and the Web to include topics such as customization, site design, word of mouth processes, and the study of consumer decision making while online. The theories and research methods help provide greater insight into the processes underlying consumer behavior in online environments. Broken into six sections, this book: focuses on community and looks at the Internet's ability to bring like-minded individuals from around the world into one forum; examines issues related to advertising, specifically click-through rates and advertising content placed within gaming online and wireless networks; provides readers with reasons why consumers customize products and the benefits of customization; discusses the psychological effects of site design; asks the question of whether the Internet empowers consumers to make better decisions; and discusses research tools that can be used online.

Consumer Behavior Knowledge for Effective Sports and Event Marketing

Author: Lynn R. Kahle
Publisher: Routledge
ISBN: 9781136917929
Release Date: 2011-01-07
Genre: Business & Economics

The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.

The Dark Side of Social Media

Author: Angeline Close Scheinbaum
Publisher: Routledge
ISBN: 9781351683807
Release Date: 2017-09-14
Genre: Psychology

The Dark Side of Social Media takes a consumer psychology perspective to online consumer behavior in the context of social media, focusing on concerns for consumers, organizations, and brands. Using the concepts of digital drama and digital over-engagement, established as well as emerging scholars in marketing, advertising, and communications present research on some unintended consequences of social media including body shaming, online fraud, cyberbullying, online brand protests, social media addiction, privacy, and revenge pornography. It is a must-read for scholars, practitioners, and students interested in consumer psychology, consumer behavior, social media, advertising, marketing, sociology, science and technology management, public relations, and communication.

Consumer Behavior and Culture

Author: Marieke de Mooij
Publisher: SAGE
ISBN: 9780761926696
Release Date: 2004
Genre: Business & Economics

Consumer Behavior and Culture reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world. reviews the myths of global marketing and explores the concept of culture and models of culture. It provides empirical evidence of convergence and divergence in consumer behavior and covers various psychological and sociological aspects of human behavior used for explaining consumer behavior. The book reviews and discusses cultural variations of these aspects across the world. Key Features: A cultural exploration of the various psychological and sociological aspects of human behavior, such as concept of self, personality, group influence, motivation, emotion, perception, and information processing A discussion of consumer behavior theories and cultural variations from around the world Coverage of a number of consumer behavior domains, including explanations of differences in consumption and ownership, all based on empirical evidence In addition to anecdotal evidence, the consequences of branding and marketing communication strategy are presented and analyzed

Handbook of Research on Digital Media and Advertising User Generated Content Consumption

Author: Eastin, Matthew S.
Publisher: IGI Global
ISBN: 9781605667935
Release Date: 2010-07-31
Genre: Business & Economics

"This book bridges the gap between professional and academic perceptions of advertising in new media environments, defining the evolution of consumerism within the context of media change and establishing the practical issues related to consumer power shifts from supplier to user"--Provided by publisher.

Konsumentenverhalten in ereignisinduzierten Markenkrisen

Author: Anja Weißgerber
Publisher: Springer-Verlag
ISBN: 9783835095649
Release Date: 2007-11-08
Genre: Business & Economics

Anja Weißgerber entwickelt ein Modell zur Wirkung von Markenbeziehungen auf das Konsumentenverhalten im Fall von Krisensituationen und zeigt, dass gute Markenbeziehungen im Fall negativer Medienberichterstattung über die Marke immunisierenden Einfluss haben. Abschließend entwickelt sie Handlungsempfehlungen für das Markenmanagement vor und in ereignisinduzierten Markenkrisen.

Advertising and Integrated Brand Promotion

Author: Thomas O'Guinn
Publisher: Cengage Learning
ISBN: 9781305177215
Release Date: 2014-02-17
Genre: Business & Economics

Place yourself in the midst of today's fast-paced exhilarating world of advertising with O'Guinn/Allen/Semenik/Close's ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E. This powerful and practical cutting-edge text draws from the authors' vast experiences in the boardroom and classroom to give you intriguing insights into advertising in the real world. With ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E you'll see how good advertising is the result of hard work and careful planning. The comprehensive online companion to the printed text provides integrated discussion of video and other medium heretofore unavailable to be illustrated in traditional print delivery. A leader for its emphasis on integrated brand promotion, this edition combines a solid understanding of advertising strategy and important theory with real-world applications. The book's integrated learning experience gives you hands-on practice putting chapter concepts into action. This clearly written text brings a solid understanding of advertising strategy to life with more dynamic visuals and graphic examples than ever before. Today's most contemporary ads and exhibits combine with coverage of the latest practices and industry developments, including social media, design thinking, and an emphasis on globalization. The book's focus on real advertising practice is reflected in the book's contents that follows the same process as an advertising agency. Trust ADVERTISING AND INTEGRATED BRAND PROMOTION, 7E to equip you with the tools, knowledge, and practice to get results in advertising and business today. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.

Sport Marketing

Author: George R. Milne
Publisher: Jones & Bartlett Learning
ISBN: 0763708739
Release Date: 1999
Genre: Business & Economics

Sport Marketing:Managing the Exchange Process presents cutting edge conceptual and empirical approaches for managers to manage relationships with consumers. The central theme of the book is the sport marketing exchange, because this process is fundamental to marketing and can be used to highlight the challenges and opportunities faced by the sport marketer. The authors challenge students, researchers, and managers in sport marketing to embrace current marketing tools that are being employed by marketers in other industry sectors. Several recent marketing techniques are discussed and illustrated within the sport context.

Online Consumer Behavior

Author: Angeline Close Scheinbaum
Publisher: Routledge
ISBN: 1138107557
Release Date: 2017-05-31
Genre: Consumer behavior

Social media (e.g., Facebook, LinkedIn, Groupon, Twitter) have changed the way consumers and advertisers behave. It is crucial to understand how consumers think, feel and act regarding social media, online advertising, and online shopping. Business practitioners, students and marketers are trying to understand online consumer experiences that help instill brand loyalty. This book is one of the first to present scholarly theory and research to help explain and predict online consumer behavior.

Relationship Marketing in Sports

Author: Andre Buhler
Publisher: Routledge
ISBN: 9781136436154
Release Date: 2012-07-26
Genre: Business & Economics

Relationship marketing is an important issue in every business. Knowing the customers and establishing, maintaining and enhancing long-term customer relationships is a key component of long-term business success. Considering that sport is such big business today, it is surprising that this crucial approach to marketing has yet to be fully recognised either in literature or in the sports business itself. Relationship Marketing in Sports aims to fill this void by discussing and reformulating the principles of relationship marketing and by demonstrating how relationship marketing can be successfully applied in practice within a sports context. Written by a unique author team of academic and practitioner experience, the book provides the reader with: the first book to apply the principles of relationship marketing specifically to a sports context case studies from around the world to provide a uniquely global approach applicable worldwide strong pedagogical features including learning outcomes, overviews, discussion questions, glossary, guided reading and web links practical advice for professional, semi-professional and non-professional sporting organisations a companion website providing web links, case studies and PowerPoint slides for lecturers. Relationship Marketing in Sports is crucial reading for both students and professionals alike and marks a turning point in the marketing of sports.

Strategic Marketing in Tourism Services

Author: Rodoula H. Tsiotsou
Publisher: Emerald Group Publishing
ISBN: 9781780520704
Release Date: 2012-05-10
Genre: Business & Economics

Focuses on marketing strategies implemented in tourism services firms and includes a collection of papers related to specific marketing strategies. This title presents the application of specific marketing strategies such as experiential marketing, branding, target marketing, relationship marketing and e-marketing in tourism.