Sports Marketing and the Psychology of Marketing Communication

Sports Marketing and the Psychology of Marketing Communication

Sports Marketing and the Psychology of Marketing Communication

Sports Marketing and the Psychology of Marketing Communication

Synopsis

Providing a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication, sports marketing is one of the fastest growing areas of marketing communication. The purpose of this book is to advance understanding in this area. It presents chapters that deal with topics in sports marketing in a scholarly and comprehensive way, covering major topics of discussion in sports marketing and the psychology of communication. Several new, innovative topics are introduced, such as SportNEST and consumption communities, and many classic topics are brought up to date, including sponsorship, ambush marketing, identification, endorsements, basking in reflected glory, and licensing. Many of the topics that seem to center around sports show up as well, such as sneakers, ethics, risky behavior, and even investments. Utilizing a psychological approach to understanding sports marketing, first-rate authors discuss the most important topics. The book covers all major topics of sports marketing, including: sponsorship from several different perspectives-the major force in sports marketing; ambush marketing-how non-sponsors seek to reap the benefits without paying the price; and licensing-using the sale of items, such as t-shirts to increase profit and marketing.

Excerpt

Sports marketing is one of the fastest growing areas of marketing communication. It provides a different type of vehicle for communicating with consumers that does not necessarily follow all of the rules of other types of marketing communication (Burnett & Menon, 1993; Jones, Bee, Burton, & Kahle, 2004). Sport has (1) unique combinations of characteristics that (2) lead to unique patterns of psychological responses that therefore (3) demand out of the ordinary attention to a variety of marketing tactics. As Chalip articulated so well in the Foreword, sports marketing means different things to different people. We touch on most of those definitions during the course of this book.

Consider the unique characteristics of sports. None of these characteristics exists only in sports, but the combination of all of the phenomena in one place give sports a special situation in society. Sports provide real-time drama, often connected to a place or institution, which emphasizes strategy and skill, beauty and talent, competition and teamwork, winners and losers. Most sports appeal to the most basic human understanding, making sports a popular subject for media coverage and fundamental social interaction (Kahle, Elton, & Kambara, 1997). Special consumption communities arise surrounding sport (Chapters 1 and 14; Shoham & Kahle, 1996; Shoham, Rose, Kropp, & Kahle, 1997).

Because of these unique aspects of sports, as well as because of other aspects, several psychological characteristics are connected with sport marketing. Examples include basking in reflected glory (Chapter 3; Cialdini, Borden, Thorne, Walker, Freeman, & Sloan, 1976), consumption communities (Chapter 1), fanaticism (Chapter 2), special target markets (Chapter 14), identification (Hirt, Zillman, Erickson, & Kennedy, 1992; Kahle, Kambara, & Rose, 1996), heroism (Chapters 5, 6, and 7; Kahle & Homer, 1985), patriotism, eroticism, fear, bonding, symbolism (Branscrombe & Wann, 1992), values (Kahle, Duncan, Dalakas, & Aiken, 2001; Sukhdial, Aiken, & Kahle, 2002), child rearing, and risk taking (Chapter 4; Shoham, Rose, & Kahle, 1998, 2000).

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