Rivalry and Group Behavior Among Consumers and Brands

Comparisons In and Out of the Sport Context

Authors: Havard, Cody

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  • 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
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eBook 46,00 €
price for Spain (gross)
  • ISBN 978-3-030-85245-0
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
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  • Immediate eBook download after purchase
Hardcover 57,19 €
price for Spain (gross)
  • ISBN 978-3-030-85244-3
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  • Usually ready to be dispatched within 3 to 5 business days, if in stock
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About this book

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.


About the authors

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.


Table of contents (7 chapters)

Table of contents (7 chapters)
  • Rivalry In and Out of Sport: The Need for Research and Comparision

    Pages 1-10

    Havard, Cody T.

  • The Games We Play: Investigating Rivalry in Sport and Gaming Console Brands

    Pages 11-31

    Havard, Cody T. (et al.)

  • They Said What? Investigating Fan Online Commentary in Politics and Sport

    Pages 33-56

    Havard, Cody T. (et al.)

  • Are You Team Apple or Team Samsung? Investigating Rivalry in Sport and Mobile Phone Brands

    Pages 57-79

    Havard, Cody T. (et al.)

  • Rebels or Star Fleet? Investigating Rivalry in Sport and Star Wars/Star Trek Fandom

    Pages 81-103

    Havard, Cody T. (et al.)

Buy this book

eBook 46,00 €
price for Spain (gross)
  • ISBN 978-3-030-85245-0
  • Digitally watermarked, DRM-free
  • Included format: EPUB, PDF
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover 57,19 €
price for Spain (gross)
  • ISBN 978-3-030-85244-3
  • Free shipping for individuals worldwide
  • Institutional customers should get in touch with their account manager
  • Shipping restrictions
  • Usually ready to be dispatched within 3 to 5 business days, if in stock
  • The final prices may differ from the prices shown due to specifics of VAT rules
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Bibliographic Information

Bibliographic Information
Book Title
Rivalry and Group Behavior Among Consumers and Brands
Book Subtitle
Comparisons In and Out of the Sport Context
Authors
Copyright
2021
Publisher
Palgrave Macmillan
Copyright Holder
The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG
eBook ISBN
978-3-030-85245-0
DOI
10.1007/978-3-030-85245-0
Hardcover ISBN
978-3-030-85244-3
Edition Number
1
Number of Pages
XX, 136
Number of Illustrations
3 b/w illustrations
Topics