This is a scholarly book on Sports Marketing and a book in the Advertising and Consumer Psychology Series sponsored by the Society of Consumer Psychology.

Contents: L. Chalip, Foreword. L.R. Kahle, C. Riley, Preface. Part I:Consumer Behavior. T. Sun, S. Youn, W.D. Wells, Exploration of Consumption and Communication Communities in Sports Marketing. S.W. Kelley, K. Tian, Fanatical Consumption: An Investigation of the Behavior of Sports Fans Through Textual Data. V. Dalakas, R. Madrigal, K.L. Anderson, "We are Number One!" The Phenomenon of Basking-in-Reflected-Glory and Its Implications for Sports Marketing. A. Shoham, G.M. Rose, L.R. Kahle, Risky Sports: Making the Leap. Part II:Sports Celebrity Endorsements. M.J. Jones, D.W. Schumann, The Strategic Use of Celebrity Athlete Endorsers in Print Media: A Historical Perspective. A.A. Bailey, C.A. Cole, The Effects of Multiple Product Endorsements by Celebrities on Consumer Attitudes and Intentions: An Extension. M.D. Basil, W.J. Brown, Magic Johnson and Mark McGwire: The Power of Indentification With Sports Celebrities. Part III:The Consequences of Sponsorship. J.W. Pracejus, Seven Psychological Mechanisms Through Which Sponsorship can Influence Consumers. J. Slater, C. Lloyd, It's Gotta be the Shoes: Exploring the Effects of Relationships of Nike and Reebok Sponsorship on Two College Athletic Programs. L. Kinney, S.R. McDaniel, American Consumer Attitudes Toward Corporate Sponsorship of Sporting Events. L. Kinney, G. Bell, Do Sport Sponsorship Announcements Influence Firm Stock Prices? R. Madrigal, A Review of Team Identification and Its Influence on Consumers' Responses Toward Corporate Sponsors. Part IV:Marketing Strategy. R. Burton, Teams as Brands: A Review of the Sports Licensing Concept. M. Jackowski, D.P. Gray, SportNEST: A Nested Approach to Segmenting the Sport Consumer Market. V. Dalakas, R. Madrigal, R. Burton, Understanding Ambush Marketing: Implications of Information Processing. Part V:Social Issues and Sports Marketing. S.J. Jackson, D.L. Andrews, Aggressive Marketing: Interrogating the Use of Violence in Sport-Related Advertising. T. Dewhirst, Smoke and Ashes: Tobacco Sponsorship of Sports and Regulatory Issues in Canada. J.J. Jackson, Social Marketing of Sport. T.P. Meyer, K. Gettleman, T.R. Donahue, Teenager's Perceptions of the Influence of Advertising and Price Versus Interpersonal, Social Factors on Their Purchases of Brand Name Athletic Shoes and Clothing.