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Rivalry and group behavior among consumers and brands : comparisons in and out of the sport context / Cody T. Havard.

9783030852450 (electronic bk.)
3030852458 (electronic bk.)
9783030852443
303085244X

Cham : Palgrave Macmillan, [2021]

©2021

English

1 online resource : illustrations

10.1007/978-3-030-85245-0 doi

HF5415.1255 .H38 2021

658.8/27

This interdisciplinary book extends knowledge by comparing rivalry and rival group behavior in sport with 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. 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.

Includes bibliographical references and index.

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Description based on print version record.

Palgrave pivot.

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