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Rivalry and Group Behavior Among Consumers and Brands = Comparisons In and Out of the Sport Context /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Rivalry and Group Behavior Among Consumers and Brands/ by Cody T. Havard.
Reminder of title:	Comparisons In and Out of the Sport Context /
Author:	Havard, Cody T.
Description:	XX, 136 p. 3 illus.online resource. :
Contained By:	Springer Nature eBook
Subject:	Marketing. -
Online resource:	https://doi.org/10.1007/978-3-030-85245-0
ISBN:	9783030852450

Rivalry and Group Behavior Among Consumers and Brands = Comparisons In and Out of the Sport Context /
Havard, Cody T.

Rivalry and Group Behavior Among Consumers and BrandsComparisons In and Out of the Sport Context /[electronic resource] :by Cody T. Havard. - 1st ed. 2021. - XX, 136 p. 3 illus.online resource.

Chapter 1: Rivalry In and Out of Sport -- Chapter 2: The Games We Play -- Chapter 3: They Said What? -- Chapter 4: Are You Team Apple or Team Samsung? -- Chapter 5: Rebels or Star Fleet? -- Chapter 6: Introduction of a Hierarchy of Out-Group Derogation -- Chapter 7: Here We Are, There We Go.

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 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.

ISBN: 9783030852450

Standard No.: 10.1007/978-3-030-85245-0doiSubjects--Topical Terms:

557931
Marketing.

LC Class. No.: HF5410-5417.5

Dewey Class. No.: 658.8

Rivalry and Group Behavior Among Consumers and Brands = Comparisons In and Out of the Sport Context /
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