Contemporary Sport Marketing Global perspectives World Association for Sport Management Series
Coordonnateurs : Zhang James J., Pitts Brenda G.
The international nature of the sport industry requires a global approach to sport marketing practices. Organisations need to develop a good understanding of the laws, regulations, values and norms of the countries and cultures in which they operate. This book brings together world-leading sport marketing scholars from 11 countries to address the most important global, regional, national, and community marketing issues in sport today.
Presenting the latest cutting-edge research from countries including India, China, the UK and the USA, it includes case studies on successful marketing strategies in sports ranging from football and hockey to baseball and motor racing. The book combines both qualitative and quantitative studies to explore key topics such as:
- sport marketing in a globalized marketplace
- corporate social responsibility and sponsorship in sporting events
- the Olympic brand image and its values
- sport consumer behaviour and customer satisfaction
- new digital marketing channels.
Contemporary Sport Marketing: Global perspectives is vital reading for all students and scholars of sport marketing, sport business and sport management, as well as for any professional working in the sport industry.
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
James J. Zhang is Professor and Director of the International Center for Sport Management (ICSM) at the University of Georgia, in Athens, Georgia, USA
Brenda G. Pitts is Professor of Sport Management and Director of the Sport Business Research Laboratory at Georgia State University, in Atlanta, Georgia, USA
Date de parution : 02-2017
15.6x23.4 cm
Date de parution : 09-2018
15.6x23.4 cm
Thème de Contemporary Sport Marketing :
Mots-clés :
Indian Hockey Federation; sport business; CSR Program; sport management; FIFA Man’s World Cup; gender in sport; Customer Based Brand Equity; Paralympic marketing; NASCAR Fan; Brenda Pitts; EPL; James Zhang; CSR Communication; sport marketing; Hockey India; Olympic marketing; ECSI; corporate social responsibility in sport; Field Hockey; sport brands; ECSI Model; sport in China; Disability Sport; Brenda G; Pitts; MLB Team; Euisoo Kim; Sensegiving Process; Servane Le Clinche; Informal Academies; Nicolas Chanavat; Chinese Football Association Super League; Michel Desbordes; Sporting Event Consumers; Holger Preuss; Color Preference; Laurens Form; National Corporate Sponsor; Mathieu Djaballah; Exponential Decay Model; K; Alexander Schmidt; Green Olympic Games; Scott Tainsky; Premier League Clubs; Becca Leopkey; Subscription Tv; Minh Tuan Phung; Conference USA; Ly Thi Minh Pham; Hypothetical Variables; Tomas Ruda; Jan Sima; Argyro Elisavet Manoli; Jernimo García-Fernez; Pablo Gez-Ruíz; Luisa Vélez-Coln; Ainara Bernal-García; Liyan Jin; Minhong Kim; Hai Li; Mandy Y; Zhang; Natalie L; Smith; Yilun Zhou; B; Christine Green; Wen-hao Winston Chou; Michael Cottingham; Janet P; Trammell; Andrea Medrano Behlmann; Noah Yang Hsu; Chris Henderson; Kevin K; Byon; Doyeop Kim; Stephen H; Shin; Matthew Walker; Gi-Yong Koo; Luke Lunhua Mao