Brand Fans

Lessons from the World's Greatest Sporting Brands

Häftad, Engelska, 2018

Av Aaron C.T. Smith, Constantino Stavros, Kate Westberg, Aaron C. T. Smith

2 039 kr

Beställningsvara. Skickas inom 10-15 vardagar

Fri frakt för medlemmar vid köp för minst 249 kr.

Finns i fler format (1)

Inbunden

2 039 kr

Skickas inom 10-15 vardagar

Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport’s leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding.

Produktinformation

Utgivningsdatum2018-05-03
Mått148 x 210 x 15 mm
Vikt341 g
FormatHäftad
SpråkEngelska
Antal sidor249
FörlagSpringer International Publishing AG
ISBN9783319840321

Tillhör följande kategorier

Aaron C.T. Smith is a Professor at RMIT University, Australia. His research investigates psychological, organisational and policy change in business, sport, health, religion and society. Aaron has authored 17 books, over 100 academic articles, and consulted to more than 120 organisations on these issues.Constantino Stavros is an Associate Professor of Marketing at RMIT University, Australia. One of Australia’s leading media commentators on communication and branding matters, he is also the Editor-in-Chief of Sport, Business and Management: An International Journal. His research interests lie predominantly at the intersection of consumption and technology.Kate Westberg is an Associate Professor of Marketing at RMIT University, Australia. Her research focuses primarily on the areas of sport marketing and sponsorship, branding, social marketing and behavioural change. Previously, Kate worked in a range of marketing roles in both the commercial and non-profit sectors in Canada and Australia.

Chapter 1 Introduction – Crowdsourcing Brand Equity.- Chapter 2 Pitch Partners– Customers as Players and Collaborators.- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content.- Chapter 4 Connected Communities– Icons and Tribalism.- Chapter 5 Passionate Partisans– Lifelong Loyalty.- Chapter 6 Dynamic Data– Branding the Digital Drive.- Chapter 7 Enhanced Experiences – Enlisting the Fanatic.- Chapter 8 Conclusion– Future Brand Fans.