Rivalry and Group Behavior Among Consumers and Brands: Comparisons In and Out of the Sport Context - Hardcover

Havard, Cody T.

Hardcover

ISBN 10: 303085244X ISBN 13: 9783030852443

Verlag: Palgrave Macmillan, 2021

Inhaltsangabe

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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Über die Autorin bzw. den Autor

Cody T. Havard, Ph.D. is a Professor of Sport Commerce and the Director of Research in the Kemmons Wilson School at The University of Memphis, USA. He is also the Director of the Bureau of Sport and Leisure Commerce and producer/host of the Being a Fan of Disney Podcast with Cody T. Havard, Ph.D. Dr. Havard researches the rivalry phenomenon in and out of sport to better understand group member behavior and its impact on society.

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This interdisciplinary book extends knowledge by comparing rivalry and rival group behavior in sport with 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.

Cody T. Havard, Ph.D. is a Professor of Sport Commerce and the Director of Research in the Kemmons Wilson School at The University of Memphis, USA. He is also the Director of the Bureau of Sport and Leisure Commerce and producer/host ofthe Being a Fan of Disney Podcast with Cody T. Havard, Ph.D. Dr. Havard researches the rivalry phenomenon in and out of sport to better understand group member behavior and its impact on society.

Details zur Ausgabe

• Verlag: Palgrave Macmillan
• Erscheinungsdatum: 2021
• Sprache: Englisch
• ISBN 10: 303085244X
• ISBN 13: 9783030852443
• Einband: Gebundene Ausgabe
• Auflage: 1
• Anzahl der Seiten: 156
• Kontakt zum Hersteller: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Deutschland