Rivalry and Group Behavior Among Consumers and Brands: Comparisons In and Out of the Sport Context - Hardcover

Havard, Cody T.

 
9783030852443: Rivalry and Group Behavior Among Consumers and Brands: Comparisons In and Out of the Sport Context
Hardcover
ISBN 10: 303085244X ISBN 13: 9783030852443
Publisher: Palgrave Macmillan, 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.


"synopsis" may belong to another edition of this title.

About the Author

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.


From the Back Cover

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 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.


"About this title" may belong to another edition of this title.

Publisher
Palgrave Macmillan
Publication date
2021
Language
English
ISBN 10 
303085244X
ISBN 13 
9783030852443
Binding
Hardcover
Edition number
1
Number of pages
156