Table of Contents

Section I: Macro Perspective1. Introduction: Sport Marketing in a Globalized Marketplace 2. Olympic Brand Image and Values: A mix of marketing and philosophy 3. Regulating Sport Leagues: The case of Hockey India League4. Giving Sense to Corporate Social Responsibility in Sporting Events5. The Dominican Republic and the Development of the Major League Baseball Team AcademySection II: Micro Perspective 6. An Exponential Decay Model: Does the outcome of a football match influence the number of viewers watching the advertisements? 7. European Customer Satisfaction Index and its Usage in Sport 8. Media Relations in English Football Clubs 9. Antecedents of Customer Loyalty: A case of low-cost fitness centers 10. Multilevel Mediational Effects of Attitude and Intention toward the Green Olympic Games Section III: Promotional Process11. Framing Paralympic Sport to Build Audience Interest12. Color Rules! An Examination of Spectators' Color Preferences 13. Gender and Advertising: Techniques and consumer response in NASCAR 14. Examining the Effects of Corporate Renaming of an Historic College Football Stadium 15. Consumer-perceived Branding Effects of Sport Sponsorship in China: Impacts of three large-scale events

About the Author

James J. Zhang is Professor and Director of the International Center for Sport Management (ICSM) at the University of Georgia, in Athens, Georgia, USABrenda G. Pitts is Professor of Sport Management and Director of the Sport Business Research Laboratory at Georgia State University, in Atlanta, Georgia, USA