株式会社極東書店トップ ＞ 商品一覧 ＞ Rivalry and Group Behavior Among Consumers and Brands : Comparisons In and Out of the Sport Context.
商品詳細
Rivalry and Group Behavior Among Consumers and Brands : Comparisons In and Out of the Sport Context.
・ISBN 978-3-030-85244-3 hard EUR 64.99
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| 著者・編者 | Havard, Cody T., |
|---|---|
| 出版社 | (Palgrave Macmillan, UK) |
| 出版年月 | 2021.09 |
| ページ数 | 136 pp. |
| 言語 | ENG |
| ニュース番号 | ＜668-1363 668-601＞ |
解説
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.