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From: Psychology Press, Consumer Behavior Knowledge for Effective Sports and Event Marketing

by Lynn R. Kahle (U Oregon) and Angeline G. Close (UNLV), eds.

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. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: a) influencing behaviors in society and sports, b) building relationships with consumers through sports and events, and c) providing services to consumers through sport and event sponsorships.

J. King, L.R. Kahle, A. Close, Introduction: Study of Sports Consumer Behavior.

Part 1. Influencing Behaviors and Society in Sports.

A Framework for Measuring the Contributions of Sport to Society: Actors, Activities and Outcomes.
–S.P. Lee, T.B. Cornwell

The Psychology of Fandom: Understanding the Etiology, Motives, and Implications of Fanship
–E.R. Hirt, J.J. Clarkson

Spectator Rage: An Overview.
–S. Jones, S.J. Grove, G.M. Pickett

Sport Related Subculture as a Useful Basis of Market Segmentation: Insights for Ski Area Managers.
–D.L. Scammon, D.A. Fuller, K. Karniouchina, T. Masters

Part 2. Building Relationships with Consumers Through Sports.

The Impact of Corporate Social Responsibility on NBA Fan Relationships: A Conceptual Framework.
–P.A. Kennett-Hensel, R. Lacey, M. Biggers

And a Child Athlete Will Save Us: Marketing Psychosocial and Physical Benefits of Sport to Children, Adolescents, Coaches and Parents.
–S.J. Andrews

The Motivations Associated with Attendance and Participation in an Amateur Sporting Event.
–L.H.V. Kurpis, C.S. Bozman

Hospitality: A Key Sponsorship Service in Sports Marketing.
–R. Burton, J. Tripoldi, S. Owen, L.R. Kahle

Part 3. Providing Service to Consumers Through Sports and Event Sponsorship.

Assessing the Existential Validity of the Bowl Championship Series Rankings.
–T.J. Reynolds

Service Quality Perceived by Fans at Professional Sporting Events.
–F. Riedmueller

Event Marketing and Sponsorship: Lessons Learned from the Tour De Georgia Cycling Races.
–R.Z. Finney, R. Lacey, A.G. Close

"In my 19 years as head basketball coach at UNLV, I witnessed the value of understanding consumer behavior to improve our sports program and brand. Building a sports brand via engaging events entails understanding emotion, psychology, and relationships. This book employs tested theories to give managers connection with the community." – Jerry Tarkanian, "Tark the Shark", NCAA Div. I National Basketball Champion Head Coach, 1990

"In this book, Kahle and Close bring together conceptual and theoretical insights, along with the results of empirical research to illuminate a myriad of dimensions of consumer, behavior in sport and events….As a whole, this book reflects the core ideas:..to influence consumer behavior in terms of time, money and emotional attachment to brands and products, one must first understand the behavior -whether within the arena of sports and sporting events (as here) ….or beyond it in the broader world of marketing." – from Foreword by Stephen A. Greyser, Harvard Business School, USA

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