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Rivalry and Group Behavior Among Consumers and Brands - Comparisons In and Out of the Sport Context (Hardcover, 1st ed. 2021)
Loot Price: R1,868
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Rivalry and Group Behavior Among Consumers and Brands - Comparisons In and Out of the Sport Context (Hardcover, 1st ed. 2021)
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This interdisciplinary book extends knowledge by comparing rivalry
and rival group behavior in sport within areas outside of sport,
such as consumer brands, political discourse, and product/service
preferences. It examines how out-group behavior differs among
relevant groups. Readers are introduced to the phenomenon of
rivalry, using the sport setting as an example. Then, the author
offers separate quantitative and qualitative investigations to
compare how rivalry and group behavior differ among sport and
non-sport settings. Incorporating research from marketing,
psychology, political science, and sociology, this book offers
researchers in several fields a new understanding of individual and
group behavior.
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