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Rivalry and Group Behavior Among Consumers and Brands

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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.

Availability
Inventory Code Barcode Call Number Location Status
2108000404EB0005153658.8 Hav rCentral Library (OPAC)Available
Detail Information
Series Title
-
Call Number
658.8 Hav r
Publisher
Palgrave Macmillan Cham : Palgrave Macmillan Cham.,
Collation
xx, 136p.:ill
Language
English
ISBN/ISSN
978-3-030-85245-0
Classification
658.8
Content Type
Ebook
Media Type
-
Carrier Type
online resource
Edition
1
Subject(s)
Marketing
Specific Detail Info
-
Statement of Responsibility
Other version/related

No other version available

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