Overview
- 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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Table of contents (7 chapters)
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Front Matter
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Back Matter
Keywords
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.
Authors and Affiliations
About the author
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.
Bibliographic Information
Book Title: Rivalry and Group Behavior Among Consumers and Brands
Book Subtitle: Comparisons In and Out of the Sport Context
Authors: Cody T. Havard
DOI: https://doi.org/10.1007/978-3-030-85245-0
Publisher: Palgrave Macmillan Cham
eBook Packages: Business and Management, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s), under exclusive license to Springer Nature Switzerland AG 2021
Hardcover ISBN: 978-3-030-85244-3Published: 18 September 2021
eBook ISBN: 978-3-030-85245-0Published: 17 September 2021
Edition Number: 1
Number of Pages: XX, 136
Number of Illustrations: 3 b/w illustrations
Topics: Marketing, Consumer Behavior