The growing complexity and importance of sports and event marketing has pushed scholars and practitioners to apply sophisticated marketing thinking and applications to these topics. This book deals with the professional development in the sense that sports marketing can be viewed as an application of consumer behavior research. Readers will learn about new opportunities in using consumer behavior knowledge effectively in the areas of: influencing behaviors in society and sports; building relationships with consumers through sports and events; and providing services to consumers through sport and event sponsorships. This book, by a superb group of authors, includes comprehensive reviews, innovative conceptual pieces, empirical research and rigorous attention to data.

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