{'fraction_non_alphanumeric': 0.031546940326871914, 'fraction_numerical': 0.01596351197263398, 'mean_word_length': 5.106728538283063, 'pattern_counts': {'":': 0, '<': 0, '<?xml version=': 0, '>': 0, 'https://': 0, 'lorem ipsum': 0, 'www.': 0, 'xml': 0}, 'pii_count': 0, 'substrings_counts': 0, 'word_list_counts': {'cursed_substrings.json': 1, 'profanity_word_list.json': 0, 'sexual_word_list.json': 0, 'zh_pornsignals.json': 0}}
Consumer Behavior Knowledge for Effective Sports and Event Marketing

Lynn R. Kahle (University of Oregon) is a distinguished scholar in the field of (sports) marketing and currently the president of the Sports and Special Events Special Interest Group of the American Marketing Association (AMA). Angeline G. Close’s (University of Nevada, Las Vegas) expertise is in event marketing and consumer behaviour. She is currently the president of the AMA’s Consumer Behavior Special Interest Group. These editors have put together a collection of essays dealing with the relations between sports marketing and events on the one hand, and consumer behaviour on the other*a field that is gaining more and more importance because of its relevance for understanding a very fundamental success factor in sports marketing and marketing in general: the customer’s/consumer’s behaviour and associated preferences. This field of research has previously only been covered as a whole by very few international publications (e.g., Funk, 2008). Accordingly, the novelty of this publication is the combination of several essays by researchers that have studied different aspects of this field from several perspectives. The book gives an overview on a variety of aspects of consumer behaviour knowledge in the context of sports and sporting events in 12 independent essays systematically arranged in three sections following an introduction. First, in the introduction (pp. 1 28), the editors together with Jesse King, a doctoral candidate at the University of Oregon, establish the framework and background for the following essays by discussing sports consumption, the study thereof and the role of sports in event marketing and promotion. This introduction provides a broad overview of the topic and the special characteristics of the sports world in this context. Section 1 is about influencing behaviours in society and sports. It includes papers about measuring contributions of sports to society in which the involved actors, activities and outcomes are introduced (Lee & Cornwell, pp. 31 57). Further, articles on the psychology of fandom (Hirt & Clarkson, pp. 59 85) and an excursion into spectator rage (Jones, Grove, & Pickett, pp. 87 99) are part of this section. Section 2 deals with building relationships with consumers through sports. It covers sports-related subcultures as a basis for market segmentation in the context of ski areas (Scammon, Fuller, Karniouchina, & Masters, pp. 103 134) and a case study on the impact of corporate social responsibility (CSR) European Sport Management Quarterly, Vol. 11, No. 3, 321 323, June 2011