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Brand fanslessons from the world's g...

Smith, Aaron C.T.

Brand fanslessons from the world's greatest sporting brands /

Record Type:	Electronic resources : Monograph/item
Title/Author:	Brand fansby Aaron C.T. Smith, Constantino Stavros, Kate Westberg.
Reminder of title:	lessons from the world's greatest sporting brands /
Author:	Smith, Aaron C.T.
other author:	Stavros, Constantino.
Published:	Cham :Springer International Publishing :2017.
Description:	x, 249 p. :ill., digital ;24 cm.
Contained By:	Springer eBooks
Subject:	Brand loyaltyCase studies.
Online resource:	http://dx.doi.org/10.1007/978-3-319-48854-7
ISBN:	9783319488547$q(electronic bk.)

Brand fanslessons from the world's greatest sporting brands /
Smith, Aaron C.T.

Brand fanslessons from the world's greatest sporting brands /[electronic resource] :by Aaron C.T. Smith, Constantino Stavros, Kate Westberg. - Cham :Springer International Publishing :2017. - x, 249 p. :ill., digital ;24 cm.

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.

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.

ISBN: 9783319488547$q(electronic bk.)

Standard No.: 10.1007/978-3-319-48854-7doiSubjects--Topical Terms:

772803
Brand loyalty
--Case studies.

LC Class. No.: HF5415.1255 / .S65 2017

Dewey Class. No.: 658.827

Brand fanslessons from the world's greatest sporting brands /
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245 1 0 $a Brand fans $h [electronic resource] : $b lessons from the world's greatest sporting brands / $c by Aaron C.T. Smith, Constantino Stavros, Kate Westberg.
260 $a Cham : $b Springer International Publishing : $b Imprint: Palgrave Macmillan, $c 2017.
300 $a x, 249 p. : $b ill., digital ; $c 24 cm.
505 0 $a 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.
520 $a 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.
650 0 $a Brand loyalty $v Case studies. $3 772803
650 0 $a Branding (Marketing) $3 266407
650 1 4 $a Business and Management. $2 eflch $3 639169
650 2 4 $a Customer Relationship Management. $3 741683
650 2 4 $a Market Research/Competitive Intelligence. $3 731061
650 2 4 $a Sports Economics. $3 738906
700 1 $a Stavros, Constantino. $3 772801
700 1 $a Westberg, Kate. $3 772802
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856 4 0 $u http://dx.doi.org/10.1007/978-3-319-48854-7
950 $a Business and Management (Springer-41169)