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Rivalry and Group Behavior Among Consumers and Brands

Rivalry and Group Behavior Among Consumers and Brands

Cody T. Havard

77,53 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
2021
Materia
Ventas y marketing
ISBN:
9783030852443
77,53 €
IVA incluido
Disponible

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Sobre IBD

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.

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Otros libros del autor

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    In previous books, the author has investigated rivalry in the context of sport and non-sport settings. This book investigates how rivalry and group member behavior manifests in the setting of politics, religion, and sport, three settings of intense group member bias. Building on the author’s Hierarchy of Out-group Derogation (HOD) and Out-group Derogation Spectrum (ODS), it dis...
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