Consumer Behavior Knowledge for Effective Sports and Event Marketing

Angeline G. Close (PhD, University of Georgia) researches, teaches, and serves the marketing community. Her expertise is in event marketing—namely how consumers' experiences at sponsored events influence attitudes and consumer behavior. Current studies explore engaging consumers with events, uncovering drivers of effective event sponsorships, how entertainment impacts affect towards events/purchase intention towards sponsors, and why consumers may resist events. Synergistically, she studies consumers'　experiences with electronic marketplaces—consumers' online experiences, and how they interplay with onground events. Her research ties theory with implications for consumers, society, or consumer-focused business practice. She has contributed peer-reviewed studies in the Journal of the Academy of Marketing Science, Advances in Consumer Research, Journal of Advertising Research, and Journal of Business Research, among other articles and book chapters.　 Lynn R. Kahle (Ph.D. Nebraska, post-doc Michigan) holds the Ehrman Giustina Professorship (endowed, tenured chair) in Marketing and has been the Department Chair in the Department of Marketing at the University of Oregon, USA.　 He has been on the faculty in the Lundquist College of Business since 1983.　 As Department Chair he was instrumental in founding the highly regarded James H. Warsaw Sports Marketing Center. He served as the founding Director of the Center, which Sports Illustrated described as the "best sports management school." (Oct. 7, 2002).　 He has chaired his University's Intercollegiate Athletic Committee and has been active in civic affairs as well, serving among other things as the head of the City of Eugene Human Rights Program.

Foreword: Consumers: Alpha and Omega of Marketing S.A. Greyser Introduction: Study of Sports Consumer Behavior J. King, L. R. Kahle and A. Close Part 1: Influencing Behaviors and Society in Sports A Framework for Measuring the Contributions of Sport to Society: Actors, Activities and Outcomes S. P. Lee and T. B. Cornwell The Psychology of Fandom: Understanding the Etiology, Motives, and Implications of Fanship E.R. Hirt and J.J. Clarkson Spectator Rage: An Overview S. Jones, S. J. Grove and G. M. Pickett Sport Related Subculture as a Useful Basis of Market Segmentation: Insights for Ski Area Managers D. L. Scammon, D. A. Fuller, K. Karniouchina and T. Masters Part 2: Building Relationships with Consumers Through Sports The Impact of Corporate Social Responsibility on NBA Fan Relationships: A Conceptual Framework P.A. Kennett-Hensel, R. Lacey and M. Biggers And a Child Athlete Will Save Us: Marketing Psychosocial and Physical Benefits of Sport to Children, Adolescents, Coaches and Parents S. J. Andrews The Motivations Associated with Attendance and Participation in an Amateur Sporting Event L. H. V. Kurpis and C. S. Bozman Hospitality: A Key Sponsorship Service in Sports Marketing R. Burton, J. Tripoldi, S. Owen and L. R. Kahle Part 3: Providing Service to Consumers Through Sports and Event Sponsorship Assessing the Existential Validity of the Bowl Championship Series Rankings T. J. Reynolds Service Quality Perceived by Fans at Professional Sporting Events F. Riedmueller Event Marketing and Sponsorship: Lessons Learned from the Tour De Georgia Cycling Races R. Z. Finney, R. Lacey and A. G. Close