Rivalry and Group Behavior among Consumers and Brands: Comparisons in and Out of the Sport Context

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...

Ausführliche Beschreibung

Bibliographische Detailangaben

1. Verfasser:	Havard, Cody T
Format:	Buch
Sprache:	eng
Schlagworte:	Branding (Marketing) Business and Management Consumer Behavior Group identity Konsumentenverhalten Markenführung Marketing Soziologie Sport Sports spectators Sports spectators-Psychology
Online-Zugang:	Volltext
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