chapter  1
28 Pages

Introduction: The Study of Sports and Events Consumer Behavior

ByJesse King, Lynn R. Kahle, Angeline G. Close

The integration of marketing principles and theory in the study of sport and sport event consumption and sport promotion has generated an increasing number of insights. Coinciding with this budding union, a mounting volume of literature has begun to detail the special aspects inherent in the sport and sport event consumption experience. This research is now more important than ever as the amount of money spent on sports, events, and sports marketing has escalated over the last several decades to position the sports industry as a major segment of the U.S. economy (“Advertise With Us,” 2009).