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05185aam a2200277Ia 4500 001 6688A7D8675A11E1B04F54DA6AFF544E 003 SILO 005 20120306010154 008 111025s2012 wvua b 001 0 eng d 020 $a 9781935412397 020 $a 1935412396 035 $a (OCoLC)758624159 040 $a YDXCP $c YDXCP $d SILO $d VRA $d SILO 050 4 $a GV716 $b .H36 2012 245 0 $a Handbook of sport marketing research / $c Nancy L. Lough and William A. Sutton, editors. 260 $a Morgantown, WV : $b Fitness Information Technology, $c c2012. 300 $a xx, 440 p. : $b ill. ; $c 26 cm. 504 $a Includes bibliographical references and index. 505 00 $g Chapter 28. $t Communicating socially responsible initiatives: an analysis of U.S. professional teams / $g Chapter 1. $t The four domains of sports marketing: a conceptual framework / $r Matthew Walker, Aubrey Kent, and John Vincent. $g Chapter 2. $t The foreign invasion of the American sporting goods market / $r Lawrence W. Fielding and Lori K. Miller ; $g Chapter 3. $t A conceptual framework for evaluating marketing relationships in professional sport franchises / $r Mark A. McDonald and George R. Milne -- $g Section II. $t Building brands: $g Chapter 4. $t Examining the importance of brand equity in professional sport / $r James M. Gladden and George R. Milne ; $g Chapter 5. $t Brand extensions by U.S. professional sport teams: motivations and keys to success / $r Artemisia Apostolopoulou ; $g Chapter 6. $t Segmenting sport fans using brand associations: a cluster analysis / $r Stephen D. Ross -- $g Section III. $t Understanding sport consumers: $g Chapter 7. $t Consumer research and sport marketing: starting the conversation between two different academic discourses / $r Steven M. Kates ; $g Chapter 8. $t Sport consumer typologies: a critical review / $r Bob Stewart, Matthew Nicholson, and Aaron C.T. Smith ; $g Chapter 9. $t Comparing sport consumer motivations across multiple sports / $r Jeffrey D. James and Stephen D. Ross ; $g Chapter 10. $t Measuring the motives of sport event attendance: bridging the academic-practitioner divide to understanding behavior / $r Daniel C. Funk, Kevin Filo, Anthony A. Beaton, and Mark Pritchard -- $g Section IV. $t Market segmentation: $g Chapter 11. $t Tapping new markets: women as sport consumers / $r Dallas D. Branch ; $g Chapter 12. $t Market analyses of race and sport consumption / $r Ketra L. Armstrong and Terese M. Stratta ; $g Chapter 13. $t Marketing to lifestyles: action sports and Generation Y / $r Gregg Bennett and Tony Lachowetz ; $g Chapter 14. $t Using the Psychological Commitment to Team (PCT) scale to segment sport consumers based on loyalty / $r Daniel F. Mahony, Robert Madrigal, and Dennis Howard -- $g Section V. $t Fan identity and spectator motives: $g Chapter 15. $t Creating and fostering fan identification in professional sports / $r William A. Sutton, Mark A. McDonald, George R. Milne, and John Cimperman ; $g Chapter 16. $t Characterizing consumer motivation as individual difference factors: augmenting the Sport Interest Inventory (SII) to explain level of spectator support / $r Daniel C. Funk, Daniel F. Mahony, and Lynn Ridinger ; $g Chapter 17. $t Motivational profiles of sport fans of different sports / $r Daniel L. Wann, Frederick G. Grieve, Ryan K. Zapalac, and Dale G. Pease -- $g Section VI. $t Sponsorship: $g Chapter 18. $t Sponsorship evaluation: moving from theory to practice / $r David K. Stotlar ; $g Chapter 19. $t A comparative analysis of sponsorship objectives for U.S. women's sport and traditional sport sponsorship / $r Nancy L. Lough and Richard L. Irwin ; $g Chapter 20. $t Sport sponsorship in China: transition and evolution / $r Lizhong Geng, Rick Burton, and Connie Blakemore Cook ; $g Chapter 21. $t Effect of perceived sport event and sponsor image fit on consumers' cognition, affect, and behavioral intentions / $r Win Koo and Jerome Quarterman -- $g Section VII. $t Celebrity athlete endorsements: $g Chapter 22. $t Celebrity athletic endorsement: an overview of the key theoretical issues / $r Christine M. Brooks and Kellee K. Harris ; $g Chapter 23. $t Athletes as product endorsers: the effect of gender and product relatedness / $r Thomas C. Boyd and Matthew D. Shank ; $g Chapter 24. $t To catch a tiger or let him go? the match-up effect and athlete endorsers for sport and non-sport brands / $r Stephen K. Koernig and Thomas C. Boyd -- $g Section VIII. $t Ethical issues: $g Chapter 25. $t Good morning, Vietnam: an ethical analysis of Nike activities in Southeast Asia / $r Lynn R. Kahle, David M. Boush, and Mark Phelps ; $g Chapter 26. $t Marketing implications of Title IX for collegiate athletic departments / $r Carol A. Barr, William A. Sutton, and Erin M. McDermott ; $g Chapter 27. $t More than just a game? corporate social responsibility and Super Bowl XL / $r Kathy Babiak and Richard Wolfe ; $g Chapter 28. $t Communicating socially responsible initiatives: an analysis of U.S. professional teams / $r Matthew Walker, Aubrey Kent, and John Vincent. 650 0 $a Sports $x Research. $x Research. 700 1 $a Lough, Nancy L 700 1 $a Sutton, William Anthony, $d 1951- 941 $a 2 952 $l USUX851 $d 20190103042419.0 952 $l UNUX074 $d 20120919010657.0 956 $a http://locator.silo.lib.ia.us/search.cgi?index_0=id&term_0=6688A7D8675A11E1B04F54DA6AFF544EInitiate Another SILO Locator Search