Sport Consumer Behaviour - Marketing Strategies (Paperback, 3rd Edition)

Now in a fully revised and updated second edition, this textbook offers a complete introduction to consumer behaviour in sport and recreation. Combining theory and cutting-edge research with practical guidance and advice, it helps students and industry professionals become more effective practitioners.

Written by three of the world’s leading sports marketing academics, the book covers all the key topics in consumer behaviour, including:

• user experience and service design

• segmenting consumer markets, building profiles, and branding

• decision-making and psychological consequences

• consumer motivation, constraints, and personalities

• service quality and customer satisfaction

• sociocultural and technological advancements influencing consumption

This updated edition includes expanded coverage of key emerging topics such as technology (from streaming apps to wearables), e-sports and gamification, consumer research, brand architecture, consumer decision making, and fan attitudes. Including international examples throughout, it helps the reader to understand customer motivation and how that drives consumption and how design-relevant factors influence user experiences and can be used to develop more effective marketing solutions.

This book is an invaluable resource for anyone involved in the sport, recreation, and events industries, from students and academics to professional managers.

An accompanying eResource provides quizzes exclusively for instructors to assist student learning.

Table of Contents

Part 1: The Sport Consumer Marketplace

1. Introduction to Sport Consumer Behaviour

2. The Sport Product and Empirical Generalizations

3. Sport Consumer Research and Segmentation

4. Sport Consumer Brand Management

Part 2: Sport Consumers as Decision-Makers

5. Sport Consumer Decision-Making

6. A Psychological Model of Sport Consumption and Decisions

Part 3: Sport Consumers as Individuals

7. Sport Consumer Motivation

8. Sport Consumer Involvement

9. Constraints in Sport Engagement

10. Sport Consumer Attitudes

11. Sport Team Identification

12. Perceptions of Service Quality and Customer Satisfaction

13. Personality and Sport Consumers

Part 4: Sport Consumers in their Social World

14. Influence of the Socio-Cultural Environment

15. Technology and Sport Consumer Experiences by Heather Kennedy

General

Imprint:	Taylor & Francis
Country of origin:	United Kingdom
Release date:	August 2022
First published:	2023
Authors:	Daniel C. Funk • Kostas Alexandris • Heath McDonald
Dimensions:	246 x 174 x 30mm (L x W x T)
Format:	Paperback
Pages:	352
Edition:	3rd Edition
ISBN-13:	978-0-367-55243-5
Categories:	Books > Business & Economics > Business & management > Sales & marketing > General Books > Sport & Leisure > Sports & outdoor recreation > Sporting events, tours & organisations > General Promotions Books > Promotion > JB Academic
LSN:	0-367-55243-4
Barcode:	9780367552435

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