Rivalry and Group Behavior Among Consumers and Brands
Autor Cody T. Havarden Limba Engleză Hardback – 18 sep 2021
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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Specificații
ISBN-13: 9783030852443
ISBN-10: 303085244X
Pagini: 156
Ilustrații: XX, 136 p. 3 illus.
Dimensiuni: 153 x 216 x 14 mm
Greutate: 0.32 kg
Ediția:1st edition 2021
Editura: Palgrave MacMillan
Locul publicării:Cham, Switzerland
ISBN-10: 303085244X
Pagini: 156
Ilustrații: XX, 136 p. 3 illus.
Dimensiuni: 153 x 216 x 14 mm
Greutate: 0.32 kg
Ediția:1st edition 2021
Editura: Palgrave MacMillan
Locul publicării:Cham, Switzerland
Cuprins
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.
Textul de pe ultima copertă
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.
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.
Caracteristici
Compares and identifies a hierarchy of deviance toward relevant out-groups Focuses on relationships in which there are clear group differences Studies in marketing, psychology, political science, and sociology reveal individual and group behavior