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Brand fans = lessons from the world's greatest sporting brands /

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Brand fans/ by 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 loyalty - Case studies. -
Online resource:	http://dx.doi.org/10.1007/978-3-319-48854-7
ISBN:	9783319488547

Brand fans = lessons 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

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

1250278
Brand loyalty
--Case studies.

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

Dewey Class. No.: 658.827

Brand fans = lessons 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.
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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.
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650 1 4 $a Business and Management. $2 eflch $3 934826
650 2 4 $a Customer Relationship Management. $3 995421
650 2 4 $a Market Research/Competitive Intelligence. $3 1069050
650 2 4 $a Sports Economics. $3 1103930
700 1 $a Stavros, Constantino. $3 1250276
700 1 $a Westberg, Kate. $3 1250277
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856 4 0 $u http://dx.doi.org/10.1007/978-3-319-48854-7
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