Overview
While rivalries are a key aspect of the sports world, they are not well understood. It is essential to study how rivalries influence fan behavior in order to predict and identify their effect on social interaction, consumer behavior, and the entertainment industry. Understanding Rivalry and Its Influence on Sports Fans is an essential reference source that discusses what causes and influences rivalry, as well as how it impacts sport fans. Featuring research on topics such as bracketed morality, competitive sports, and social identity, this book is ideally designed for academics, students, and researchers studying the rivalry phenomenon across such disciplines as psychology, sociology, political science, sport and entertainment, consumer behavior, and marketing.
Full Product Details
Author: Cody T. Havard
Publisher: IGI Global
Imprint: IGI Global
ISBN: 9781522590637
ISBN 10: 1522590633
Pages: 307
Publication Date: 29 March 2019
Audience:
Professional and scholarly
,
College/higher education
,
Professional & Vocational
,
Postgraduate, Research & Scholarly
Format: Paperback
Publisher's Status: Active
Availability: In Print
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Author Information
Cody T. Havard , Ph.D., is an Associate Professor of Sport Commerce and the Coordinator of Research in the Kemmons Wilson School of Hospitality and Resort Management (KWS) at The University of Memphis. He is the Director of the Bureau of Sport and Leisure Commerce and the KWS Coordinator of Research at The University of Memphis. Dr. Havard researches the rivalry phenomenon in sport, and developed the first scale to measure fan perceptions of rival teams, the Sport Rivalry Fan Perception Scale. He also developed the phenomenon Glory Out of Reflected Failure and validated a scale to measure the fan outcome. He is the founder and managing editor of www.sportrivalry.com, which provides historical and current research on rivalry in sport. He is the producer of the Sport Rivalry Man comics and cartoons, and the Adventures with Sport Rivalry Man stories. Dr. Havard was named the 2015 Emerging Scholar in Sports Marketing by the Sport and Special Event SIG of the American Marketing Association. He organizes and hosts the online Forum on Sport Rivalry that features US and global academics researching the rivalry phenomenon. Dr. Havard has published more than 20 articles in journals such as Sport Management Review, Journal of Sport Management, Sport Marketing Quarterly, and Journal of Sport Behavior, and his work has been featured in the Wall Street Journal and the book The Secret Lives of Sports Fans: The Science of Sports Obsession. He is the co-Editor of the Journal of Amateur Sport, and serves on the editorial boards for Journal of Applied Sport Management and Sport Marketing Quarterly. He has worked with organizations such as the United States Olympic Committee, United States Tennis Section – Texas Section, FedEx St. Jude Classic, and the National Association of Collegiate Marketing Administrators.
