Chapter 28. Communicating socially responsible initiatives: an analysis of U.S. professional teams / Chapter 1. The four domains of sports marketing: a conceptual framework / Matthew Walker, Aubrey Kent, and John Vincent. Chapter 2. The foreign invasion of the American sporting goods market / Lawrence W. Fielding and Lori K. Miller ; Chapter 3. A conceptual framework for evaluating marketing relationships in professional sport franchises / Mark A. McDonald and George R. Milne -- Section II. Building brands: Chapter 4. Examining the importance of brand equity in professional sport / James M. Gladden and George R. Milne ; Chapter 5. Brand extensions by U.S. professional sport teams: motivations and keys to success / Artemisia Apostolopoulou ; Chapter 6. Segmenting sport fans using brand associations: a cluster analysis / Stephen D. Ross -- Section III. Understanding sport consumers: Chapter 7. Consumer research and sport marketing: starting the conversation between two different academic discourses / Steven M. Kates ; Chapter 8. Sport consumer typologies: a critical review / Bob Stewart, Matthew Nicholson, and Aaron C.T. Smith ; Chapter 9. Comparing sport consumer motivations across multiple sports / Jeffrey D. James and Stephen D. Ross ; Chapter 10. Measuring the motives of sport event attendance: bridging the academic-practitioner divide to understanding behavior / Daniel C. Funk, Kevin Filo, Anthony A. Beaton, and Mark Pritchard -- Section IV. Market segmentation: Chapter 11. Tapping new markets: women as sport consumers / Dallas D. Branch ; Chapter 12. Market analyses of race and sport consumption / Ketra L. Armstrong and Terese M. Stratta ; Chapter 13. Marketing to lifestyles: action sports and Generation Y / Gregg Bennett and Tony Lachowetz ; Chapter 14. Using the Psychological Commitment to Team (PCT) scale to segment sport consumers based on loyalty / Daniel F. Mahony, Robert Madrigal, and Dennis Howard -- Section V. Fan identity and spectator motives: Chapter 15. Creating and fostering fan identification in professional sports / William A. Sutton, Mark A. McDonald, George R. Milne, and John Cimperman ; Chapter 16. Characterizing consumer motivation as individual difference factors: augmenting the Sport Interest Inventory (SII) to explain level of spectator support / Daniel C. Funk, Daniel F. Mahony, and Lynn Ridinger ; Chapter 17. Motivational profiles of sport fans of different sports / Daniel L. Wann, Frederick G. Grieve, Ryan K. Zapalac, and Dale G. Pease -- Section VI. Sponsorship: Chapter 18. Sponsorship evaluation: moving from theory to practice / David K. Stotlar ; Chapter 19. A comparative analysis of sponsorship objectives for U.S. women's sport and traditional sport sponsorship / Nancy L. Lough and Richard L. Irwin ; Chapter 20. Sport sponsorship in China: transition and evolution / Lizhong Geng, Rick Burton, and Connie Blakemore Cook ; Chapter 21. Effect of perceived sport event and sponsor image fit on consumers' cognition, affect, and behavioral intentions / Win Koo and Jerome Quarterman -- Section VII. Celebrity athlete endorsements: Chapter 22. Celebrity athletic endorsement: an overview of the key theoretical issues / Christine M. Brooks and Kellee K. Harris ; Chapter 23. Athletes as product endorsers: the effect of gender and product relatedness / Thomas C. Boyd and Matthew D. Shank ; Chapter 24. To catch a tiger or let him go? the match-up effect and athlete endorsers for sport and non-sport brands / Stephen K. Koernig and Thomas C. Boyd -- Section VIII. Ethical issues: Chapter 25. Good morning, Vietnam: an ethical analysis of Nike activities in Southeast Asia / Lynn R. Kahle, David M. Boush, and Mark Phelps ; Chapter 26. Marketing implications of Title IX for collegiate athletic departments / Carol A. Barr, William A. Sutton, and Erin M. McDermott ; Chapter 27. More than just a game? corporate social responsibility and Super Bowl XL / Kathy Babiak and Richard Wolfe ; Chapter 28. Communicating socially responsible initiatives: an analysis of U.S. professional teams / Matthew Walker, Aubrey Kent, and John Vincent.
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