Rivalry and Group Behavior Among Consumers and Brands: Comparisons in and Out of the Sport Context - Couverture rigide

Havard, Cody T.

Couverture rigide

ISBN 10 : 303085244X ISBN 13 : 9783030852443

Editeur : Springer Nature Switzerland AG, 2021

Synopsis

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.

A propos du livre

À propos de l'auteur

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.

Détails de l'édition

• Éditeur: Springer Nature Switzerland AG
• Date d'édition: 2021
• Langue: anglais
• ISBN 10: 303085244X
• ISBN 13: 9783030852443
• Reliure: Relié
• Numéro d'édition: 1
• Nombre de pages: 156
• Coordonnées du fabricant: Springer Nature Customer Service Center GmbH; ProductSafety@springernature.com; ; Europaplatz 3,69115 Heidelberg, Germany; Heidelberg; 69115; Allemagne