Sport Consumer Behaviour: Marketing Strategies

A comprehensive textbook on consumer behavior in sport and recreation, combining theory, research, and practical advice. Written by leading sports marketing academics, it covers key topics such as user experience, market segmentation, branding, decision-making, motivation, and satisfaction. The second edition includes expanded coverage of emerging topics like technology, e-sports, and gamification, and international examples. It is a valuable resource for students, professionals, and anyone involved in the sport, recreation, and events industries.

Format: Paperback / softback
Length: 338 pages
Publication date: 02 August 2022
Publisher: Taylor & Francis Ltd

In a fully revised and updated second edition, this comprehensive textbook provides a thorough introduction to consumer behavior in the realm of sport and recreation. Blending theoretical frameworks and cutting-edge research with practical guidance and actionable advice, it equips students and industry professionals with the skills and knowledge necessary to excel as effective practitioners. Authored by three esteemed sports marketing academics, the book comprehensively covers a wide range of key topics in consumer behavior, including:

User Experience and Service Design: Understanding the factors that shape the experiences and perceptions of consumers within the sport and recreation context, including service design, branding, and customer engagement.

Segmenting Consumer Markets: Analyzing and understanding the diverse consumer segments within the sport and recreation industry, including their characteristics, preferences, and behaviors.

Building Profiles and Branding: Developing effective strategies for profiling consumers and building strong brands that resonate with them, including brand identity, positioning, and communication.

Decision-Making and Psychological Consequences: Exploring the cognitive processes and psychological factors that influence consumer decisions in the sport and recreation context, including motivation, perception, and loyalty.

Consumer Motivation, Constraints, and Personalities: Investigating the underlying drivers of consumer behavior, including motivation, constraints, and personality traits, and how they impact consumer choices and preferences.

Service Quality and Customer Satisfaction: Understanding the importance of delivering high-quality services and products that meet consumer expectations, and strategies for achieving and maintaining customer satisfaction.

Sociocultural and Technological Advancements Influencing Consumption: Examining the impact of sociocultural and technological advancements on consumer behavior in the sport and recreation industry, including the rise of digital media, e-sports, and gamification.

Expanded Coverage of Key Emerging Topics: Providing comprehensive coverage of emerging topics such as technology (including streaming apps, wearables, and virtual reality), e-sports and gamification, consumer research, brand architecture, consumer decision-making, and fan attitudes.

International Examples Throughout: Incorporating international examples and case studies to enhance the reader's understanding of consumer behavior in diverse cultural contexts, and how it varies across different regions and industries.

In addition to its theoretical insights, this updated edition offers practical guidance and actionable advice for developing effective marketing solutions in the sport and recreation industry. It helps the reader to understand the complex dynamics of customer motivation and how it drives consumption patterns. By exploring design-relevant factors that influence user experiences, the book provides valuable insights for professionals seeking to create more engaging and effective marketing strategies.

This textbook is an invaluable resource for anyone involved in the sport, recreation, and events industries, including students, academics, professional managers, and marketing professionals. An accompanying eResource, featuring exclusive quizzes for instructors, further enhances student learning and engagement. Whether you are a budding sports enthusiast, a student pursuing a career in sports marketing, or a seasoned industry professional, this book offers comprehensive and up-to-date knowledge to help you succeed in your endeavors.

Weight: 616g
Dimension: 173 x 243 x 30 (mm)
ISBN-13: 9780367552435
Edition number: 2 ed