Sport Consumer Behaviour by Funk, Daniel; Alexandris, Kostas; McDonald, Heath;

Short description:

All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory, research and practical guidance to enable students and industry professionals to become more effective practitioners. Now in a fully revised and updated new edition, the book includes extended coverage of digital marketing, market segmentation, attitudes and personality, customer satisfaction, and external and environmental influences on behaviour. Each section now contains extended, real-world case studies, and a companion website with additional resources for instructors.

Long description:

All successful marketing strategies in sport or events must take into account the complex behaviour of consumers. This book offers a complete introduction to consumer behaviour in sport and events, combining theory and cutting-edge research with practical guidance and advice to enable students and industry professionals to become more effective practitioners. Written by three of the world?s leading sports marketing academics, it covers a wide range of areas including:

• social media and digital marketing








• the segmentation of the sport consumer market








• service quality and customer satisfaction








• sport consumer personalities and attitudes








• the external and environmental factors that influence sport consumer behaviour.

These chapters are followed by a selection of international case studies on topics such as female sport fans, college sports, marathons and community engagement. The book?s companion website also provides additional resources exclusively for instructors and students, including test banks, slides and useful web links.

As the only up-to-date textbook to focus on consumer behaviour in sport and events, Sport Consumer Behaviour: Marketing Strategies offers a truly global perspective on this rapidly-growing subject. This book is an invaluable resource for anyone involved in the sport and events industries, from students and academics to professional marketers.

Table of Contents:

Part I: Introduction and Consumer Segmentation  Chapter 1. Introduction to Sport Consumer Behaviour and Decision Making  Chapter 2. Sport Consumer Segmentation  Part II: Inputs: External Forces and Branding  Chapter 3. The Sport Product and the Sport Consumer  Chapter 4. Sport Consumer Behaviour and the Influence of the Socio-Cultural Environment  Part III: Processes: Internal Psychological Components  Chapter 5. Sport Consumer Motivation  Chapter 6. Constraints in Sport Engagement  Chapter 7. Sport Consumer Attitudes  Chapter 8. Personality and Sport Consumer Behaviour  Part IV: Outputs: Sport Consumer Connections and Satisfaction  Chapter 9. The Psychological Continuum Model  Chapter 10. Stages of the Psychological Continuum Model  Chapter 11. Sport Involvement  Chapter 12. Team Identification  Chapter 13. Service Quality and Customer Satisfaction  Part V: An Alternative Perspective on Sport Consumer Behaviour  Chapter 14. Sport Consumption and Marketing Empirical Generalizations  Part VI: Case Studies  Case Study 1.  Case Study 2.  Case Study 3.  Case Study 4.  Case Study 5.  Case Study 6.  Part VII: Topics of Interest for Sport Marketing  Topics of Interest for Sport Marketers