Handbook of Sport Marketing Research

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Drawing from the seminal works published during the past two decades in Sport Marketing Quarterly, this collection edited by Nancy L. Lough and William A. Sutton brings to light foundational theories that have guided some of the most pragmatic studies to date. The Handbook of Sport Marketing Research revisits trends, presents instruments designed to assess key constructs, and provides critical analysis of industry practices with regard to issues such as gender, race, and ethical practices.

Each section of this handbook is designed to provide foundational work reflecting development of key conceptual areas:

SECTION I. Foundations of Sport Marketing
SECTION II. Building Brands
SECTION III. Understanding Sport Consumers
SECTION IV. Market Segmentation
SECTION V. Fan Identity and Spectator Motives
SECTION VI. Sponsorship
SECTION VII. Celebrity Athlete Endorsements
SECTION VIII. Ethical Issues

The 28 chapters included serve as a reflection of the state of the industry through applied scholarly work during the past 20 years. Handbook of Sport Marketing Research is suitable for course adoptions or as a professional reference, and should be equally as intriguing to practitioners. The intent is to broaden the scope of interest and encourage a widening lens through which sport marketing is viewed.

Contents
Acknowledgments ix
Introduction xi
Nancy L. Lough

SECTION I. FOUNDATIONS OF SPORT MARKETING

Chapter 1 The Four Domains of Sports Marketing:
A Conceptual Framework 3
Sam Fullerton and G. Russell Merz

Chapter 2 The Foreign Invasion of the American Sporting Goods Market 29
Lawrence W. Fielding and Lori K. Miller

Chapter 3 A Conceptual Framework for Evaluating Marketing Relationships
in Professional Sport Franchises 45
Mark A. McDonald and George R. Milne

SECTION II. BUILDING BRANDS

Chapter 4 Examining the Importance of Brand Equity in Professional Sport 55
James M. Gladden and George R. Milne

Chapter 5 Brand Extensions by U.S. Professional Sport Teams:
Motivations and Keys to Success 69
Artemisia Apostolopoulou

Chapter 6 Segmenting Sport Fans Using Brand Associations:
A Cluster Analysis 83
Stephen D. Ross

SECTION III. UNDERSTANDING SPORT CONSUMERS

Chapter 7 Consumer Research and Sport Marketing: Starting the                                                                                                                                     Conversation Between Two Different Academic Discourses 99
Steven M. Kates

Chapter 8 Sport Consumer Typologies: A Critical Review 109
Bob Stewart, Matthew Nicholson, and Aaron C. T. Smith

Chapter 9 Comparing Sport Consumer Motivations Across                                                                                                                                             Multiple Sports 125
Jeffrey D. James and Stephen D. Ross

Chapter 10 Measuring the Motives of Sport Event Attendance:                                                                                                                                  Bridging the Academic-Practitioner Divide to Understanding                                                                                                                                 Behavior 137
Daniel C. Funk, Kevin Filo, Anthony A. Beaton, and Mark Pritchard

SECTION IV. MARKET SEGMENTATION

Chapter 11 Tapping New Markets: Women as Sport Consumers 157
Dallas D. Branch

Chapter 12 Market Analyses of Race and Sport Consumption 163
Ketra L. Armstrong and Terese M. Stratta

Chapter 13 Marketing to Lifestyles: Action Sports and Generation Y 177
Gregg Bennett and Tony Lachowetz

Chapter 14 Using the Psychological Commitment to Team (PCT)                                                                                                                                     Scale to Segment Sport Consumers Based on Loyalty 185
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 203
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 215
Daniel C. Funk, Daniel F. Mahony, and Lynn Ridinger

Chapter 17 Motivational Profiles of Sport Fans of Different                                                                                                                                     Sports 231
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 253
David K. Stotlar

Chapter 19 A Comparative Analysis of Sponsorship                                                                                                                                                  Objectives for U.S. Women’s Sport and Traditional Sport                                                                                                                                   Sponsorship 259
Nancy L. Lough and Richard L. Irwin

Chapter 20 Sport Sponsorship in China: Transition and                                                                                                                                         Evolution 273
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 291
Win Koo and Jerome Quarterman

SECTION VII. CELEBRITY ATHLETE ENDORSEMENTS

Chapter 22 Celebrity Athletic Endorsement:
An Overview of the Key Theoretical Issues 309
Christine M. Brooks and Kellee K. Harris

Chapter 23 Athletes as Product Endorsers:
The Effect of Gender and Product Relatedness 325
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 341
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 361
Lynn R. Kahle, David M. Boush, and Mark Phelps

Chapter 26 Marketing Implications of Title IX for
Collegiate Athletic Departments 375
Carol A. Barr, William A. Sutton, and Erin M. McDermott

Chapter 27 More Than Just a Game? Corporate Social                                                                                                                                       Responsibility and Super Bowl XL 393
Kathy Babiak and Richard Wolfe

Chapter 28 Communicating Socially Responsible Initiatives:
An Analysis of U.S. Professional Teams 407
Matthew Walker, Aubrey Kent, and John Vincent

Conclusion 419
William A. Sutton

Index 427
About the Editors 431
About the Authors 435